There will also be an online sampling campaign built in to help drive new puppy owners into the specialist pet trade.
New ads and display materials feature a very muddy puppy with the strapline ‘Don’t worry, I’ll shake it all off in the car!’
The same image is used across in-store material including a free standing display unit, banners, bunting, shelf wobblers and aisle fins.
To get involved send a photo of your best puppy display using your new POS material to your local business manager to be received by March 8 2018.
The five stores creating the best displays will win £100 worth of High Street shopping vouchers to share with the team.
The company’s marketing director, Alison Sudbury, says: “For our specialist pet trade partners we are communicating the benefits of feeding our brand from a young age. We offer a naturally healthy diet with recipes which are hypoallergenic, have ingredients sourced from nature and include only ingredients which your pet needs. Suitable for both young and old, James Wellbeloved helps pet owners to reconnect their pets with nature so that their loveable nature can shine through.”