The World’s First Dog Selfie Mirror

  • PR
  • Social Media

Campaign snapshot

Umpf was tasked with creating a buzz around pet food brand CANIDAE’s launch at Crufts. The brief was to raise awareness of the brand among pet owners, create an on-site draw to the stand, utilise a mechanic to take the on-site experience online, and to create a digital bank of content. And so, Umpf created the World’s First Dog Selfie Mirror.

How we did it

As a new-to-the-UK brand, Crufts was the perfect arena to introduce CANIDAE. However, with 16 other dog food brands exhibiting, we needed a high-impact stunt.

The Dog Selfie Mirror invited visitors to bring their dogs on-stand to snap their own ‘selfie’ which was shared to CANIDAE’s social channels – taking the at-show buzz into the online space. The Mirror comprised a monitor, camera and, most importantly, a pressure-sensitive mat so that the dog could ‘take’ its own picture.

When triggered, a photo was captured and posted to the CANIDAE Twitter and Facebook pages. Participation was incentivised with winners announced only on social media, encouraging show visitors to take the relationship online.

Each image taken with the Mirror was watermarked with the CANIDAE logo to ensure maximum brand penetration.

Canidae Dog Selfie Mirror
Canidae Dog Selfie Mirror

The results

The campaign generated 37 pieces of media coverage with a circulation of 245 million including Channel 5 News, The Telegraph, The Independent, and Heat Magazine. CANIDAE’s social audiences grew by 20.5% during the show period, and 58% of sales generated on-stand came as a result of owners stopping for a selfie – helping CANIDAE rise above the noise of other exhibitors.

Campaign highlights


media reach including multiple national print and broadcast titles


sales generated by the campaign


PR Moment Gold Award for Low Budget Campaign of the Year