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Purina Pro Plan has launched its first three-dimensional billboard at Piccadilly Circus, unveiling a festive advertising display featuring tennis player Andy Murray and his puppy, Bonnie.
The out-of-home activation, which runs from 22 to 28 December, takes over the full Piccadilly Circus screen every hour and marks the latest phase of the pet food brand’s “Like a Pro” campaign. Purina Pro Plan is part of Nestlé Purina PetCare Europe.
The 3D creative shows Murray and Bonnie spending time together at home, with animated effects including a dog food bowl appearing to extend beyond the screen as puppy food is poured into it. The advert ends with the message “Their perfect present is you”, timed to coincide with the Christmas period.
Purina Pro Plan said the campaign was designed to link elite athletic performance with everyday pet ownership, reinforcing the idea that owners do not need to be professionals to provide high-quality care and nutrition for their pets.
The Piccadilly Circus display was developed with creative agency AFG, alongside production partners Craft and Ocean. The activation builds on Purina Pro Plan’s ongoing partnership with Murray, who has appeared as a spokesperson for the “Like a Pro” campaign across Europe.
Harriet Morley, specialist channel director, northern region, Purina Europe, said: “The unveiling of our first-ever 3D billboard at the UK’s most iconic out-of-home advertising site is a bold and exciting step for Purina Pro Plan.
“This dynamic advert celebrates the strong bond between pets and their owners, highlighting the importance of high-quality nutrition in helping pets live active, healthy, long lives. We are excited to bring this creative concept to life, and we hope every passer-by feels inspired to care for their pets like a PRO.”
Murray added: “I loved Pro Plan’s idea to light up Piccadilly Circus with Bonnie and I in 3D this Christmas. We always knew Bonnie had that star quality, so I’m excited to see her on the big screen!
“It’s such a brilliant way to celebrate the festive season and champion Pro Plan’s mission to help inspire owners to give their pets the very best. I’m sure Bonnie will have her own fanbase by the end of it!”
Purina Pro Plan’s wider campaign uses athletes to underline the role of nutrition and performance, positioning science-led pet food as central to helping pets remain healthy and active throughout their lives.
