Background
Virbac is a specialist animal health company dedicated to shaping the future of animal health through science-backed solutions for veterinarians and pet owners. The brand focuses on delivering innovative products that support both veterinary care and everyday pet health, helping dogs live healthier, happier lives.
In 2025, Virbac partnered with the Dog Lovers Festival in Melbourne, using the Festival platform to engage directly with dog parents in a consumer-facing environment.
Sponsorship Objectives
“Our primary objective was to drive brand awareness and product trial specifically for VeggieDent FR3SH.”
Dr Nichelle Fernando, Technical Product Manager, Virbac
Virbac’s sponsorship objectives were clear and focused. The brand aimed to build awareness and encourage hands-on trial of VeggieDent FR3SH, while also generating high-quality leads to support ongoing consumer education and follow-up.
By engaging directly with dog parents, Virbac was able to demonstrate the science behind its dental chew in a practical, accessible way.
Why the Dog Lovers Festival Was the Right Platform
“The Dog Lovers Festival provides a platform for connecting directly with informed, care-focused dog owners.”
Dr Nichelle Fernando, Technical Product Manager, Virbac
The Festival offered Virbac the opportunity to move beyond a clinical setting and into a lifestyle-focused environment. This shift allowed the brand to build trust, educate consumers hands-on and connect with dog parents who are proactive about their pet’s health.
The Festival audience aligned strongly with Virbac’s target market, making it an ideal platform for meaningful engagement.
Audience Engagement and Alignment
“The audience engagement was exceptionally high.”
Dr Nichelle Fernando, Technical Product Manager, Virbac
Attendees were highly engaged and actively seeking information about their dogs’ health. This created the ideal environment for in-depth product education and meaningful conversations.
Virbac noted strong alignment with its “fur baby” consumer, dedicated pet parents who prioritise quality, innovation and science-backed solutions.
Impact and Results
“The Festival excels at physical trial and lead volume.”
Dr Nichelle Fernando, Technical Product Manager, Virbac
Virbac’s sponsorship delivered strong, measurable outcomes. The Festival generated high volumes of foot traffic and brand impressions centred around the VeggieDent FR3SH range.
Key results included:
- Over 3,000 new contacts captured
- 83% of contacts were new to Virbac
- Over 1,000 new social media followers
Compared to other marketing channels, the Festival proved unmatched for getting products directly into consumers’ hands and moving them efficiently into the brand’s database.
Support From the Festival Team
“The PPI team provided the necessary framework and logistical support to ensure our high-volume sampling activation ran smoothly.”
Dr Nichelle Fernando, Technical Product Manager, Virbac
The Festival team supported Virbac with the operational structure required to deliver a large-scale sampling activation. This allowed the brand to focus on engagement, education and lead capture without logistical friction.
Delivering the Brand Message
“The environment creates the initial connection, while the full depth of our brand message is delivered through our strategic follow-up.”
Dr Nichelle Fernando, Technical Product Manager, Virbac
Virbac viewed the Festival as the engine for sampling and lead generation. The engaged audience created strong initial connections, which were then nurtured through post-event follow-up and ongoing communication.
Looking Ahead
“We also have goals to evolve and develop our presence so that we can provide more of a brand message and educational piece in the coming years.”
Dr Nichelle Fernando, Technical Product Manager, Virbac
Virbac plans to continue evolving its Festival presence, with a focus on deeper education and storytelling. The Dog Lovers Festival remains a trusted platform to support these goals.
Considering Festival Sponsorship?
Virbac’s experience highlights the power of Festival sponsorship for animal health brands seeking meaningful consumer engagement. Events delivered by Pet Projects International are designed to help brands connect, educate and build trust with highly engaged pet parents.
If you’re considering sponsorship, now is the time to explore how the Dog Lovers Festival can support your brand objectives. Book a consultation today and speak with our team.
