Grub Club secures £1m media investment from Sky’s sustainability ad fund
Grub Club triumphs, securing £1m media investment from Sky's sustainability ad fund, a prestigious honor for the renowned dog food brand
Grub Club, a brand of hypoallergenic insect-based dog food, has secured the top prize from Sky's Zero Footprint advertising fund, which aims to address climate change through television commercials.
The brand was named the winner due to its disruptive impact on the industry, its daring creativity, and its status as a simple alternative for consumers seeking to adopt more sustainable practices.
In August, the brand was one of the recipients of the fund, receiving an initial award of £250,000. Other recipients included Milliways, a plastic-free chewing gum; the reusable bottle brand Ocean Bottle; eco cleaning products OceanSaver, and UpCircle, a natural skincare brand that uses upcycled ingredients. Prior to the final stage of judging this month, the five sustainability-focused ads will be produced and shown in 2024.
Hugh Petit, co-founder of Grub Club, expressed his excitement at being named the winner of the grand prize, stating that it marks the beginning of their journey with their insect-based dog food. He highlighted that the product not only provides nutritious and delicious options for pets but also contributes to saving the planet. Grub Club was founded in 2021.
"Converting just 1% of the UK's 12 million dogs to Grub Club could reduce up to 180,000 tonnes of C02e emissions, which is the equivalent of 22,500 car trips around the world," he explains.
The panel of judges consisted of Stephen Woodford, the chair of the Advertising Association, Sarah Jones, the director of planning at Sky Media, and Jo Fenn, the global director at AdGreen.
The fund has allocated £6m in media spend to support sustainable brands. Serious Tissues, a 100% recycled toilet roll producer, was the winner last year. The inaugural winner was Here We Flo, a period product brand, whose ad campaign ‘#NoMorePeriodDrama’ was recognized as one of Our Website’s top campaigns for 2022.
