Butternut Box x LTA
Improve Their Play
We served up a fresh campaign for Butternut Box and the LTA that got tails wagging and rackets swinging, all under one rallying cry: ‘Improve Their Play.’
The Challenge
Butternut Box wanted to showcase the purpose behind their LTA partnership: making a healthy, active lifestyle more accessible for all (dogs included) while spotlighting the benefits of their fresh, gently cooked meals. It was also their first foray into wooing a younger, more male-skewed audience, nudging them along the brand funnel in a way that felt anything but boring or bog standard.
The Big Idea
Turns out 2/3 of grand slam tennis players over the last 40 years have been dog owners. A dog-tourage keeps tennis players fit, calmer under pressure, and mentally tougher between games. So we asked: if dogs improve our play, what happens when we improve theirs by giving them fresher, tastier food?
Answer: Only paw-sitive things, of course – so it felt like a no-brainer to show players and dog owners how to improve their ‘service’ on and off the court.
Film
A 30s video flipping classic tennis spiel into pup-speak. It landed everywhere
from Sky TV to the screens at Queen’s, Nottingham, and Eastbourne.
Out of Home
Across West London, cheeky ads featuring tail-wagging stars and punny
“dog commentary” headlines popped up. Shot by Madeleine Penfold.
Influencer
‘A Day in the Life’ of British tennis wheelchair champ and brand ambassador Alfie Hewett, and his gorgeous dog, Penny. The video is filmed from her POV, humorously showing how Butternut Box fuels both their routines on and off the tennis court.
Organic Social
Meanwhile, ‘A Pawfect Day Out’ gave one lucky dog the ultimate VIP Queen’s experience - a sniff-tacular behind-the-scenes tour captured entirely from their eye.
Activation - The Boop Wall
At Queen’s, we thought it would be fun to turn a normal Batak wall into a Butternut Box branded ‘Boop Wall’. Fans queued up to test their reflexes, win prizes, and well – let’s be honest, show off their booping skills with their friends and family.
Over 2,000 guests took part, with an average of 150 players a day (plus plenty of repeat offenders). The reward? Butternut’s yellow branded caps, with “So Fetch” and “Hot Dog Summer” on, which instantly became Queen’s hottest merch.
The top dogs bagged men’s and women’s finals tickets.
Hospitality & Buzz
It wasn’t all about the pups. We made sure the HOOmans got in on the action too. Guests like journalist Hannah Swerling, Radio 1’s Lauren Layfield, fitness guru Tally Rye, and comedian Jake Lambert soaked up the courtside atmosphere courtesy of Butternut Box.
And when Louise Thompson (yes, Made in Chelsea’s own) shared a selfie in a “So Fetch” cap, the internet did what it does best: fetch, like, repeat.
The Scoreboard
From the Boop Wall to the hottest merch at Queen’s to centre-court screens, ‘Improve Their Play’ served fresh energy for Butternut Box in a space no other dog food brand has sniffed out before. Tennis + dogs + fresh food = game, set, match for House of Oddities.
🐾 An ace campaign all round 🎾
Credits (2025)
Agency: House of Oddities
Photographer: Madeleine Penfold
Producer: Katie Collins
Creative Leads: Lucy Pennock & Megan Revell
Production Co-ordinator: Jordan Edwards
Designer: Rachel Lewis
CCO: Darren Smith
CEO: Sachini Imbuldeniya