(PRESS RELEASE) CITY, STATE — Nulo’s industry leading role in the Milan Cortina Winter Olympics telecast yielded more than 46 million TV impressions with an investment that nearly matched brand’s prior media spend for the Paris Summer Olympics. Meanwhile, Nulo launched a parallel retail promotions campaign that generated rewards to independent retailers for creating spectacular off-shelf Olympic themed products displays. In all, more than 2,500 retailers around the U.S. and Canada leveraged Nulo’s Olympic association and deep bench of athlete ‘Fuel Incredible’ team members.
Nulo’s marketing strategy to concentrate TV advertising and retail display integration during a marquis global sports event, alongside an overlay of athlete-focused earned media stories and social media activations appears to be paying off. According to Nielsen and Stackline data ending February 28, 2026, Nulo has posted sales gains of 8.1% in the latest 52-week reporting period, more than any of the top 15 pet specialty brands across brick and mortar and eComm.
The effort leveraged the growing attraction of the winter games that drew an average of 26.5 million prime time viewers on NBC – more than double the number of viewers posted by the previous Winter Olympic telecast from Beijing. This blockbuster sports event strategy has cemented Nulo’s relationship with an expanding influential team of winter and summer Olympic athletes who have uniquely close relationships with their pets, and believe Nulo’s advanced protein, low carb, and minimally processed pet diets meet their own high standards for nutrition delivery.
“It’s early since the games concluded and our retail promotion program is still ongoing, but indicators from our retail partners report a strong uptick in velocity and volume for our kibble business due to the unprecedented ad/promo investment we just completed to drive traffic to our retail partners,” said Eric Emmenegger, Head of Retail & Product Marketing for Nulo.
Nulo kicked off the Winter Olympic season by announcing its sponsorship of US Figure Skating and a blockbuster branded integration with an Olympic qualifying event, the 2026 Prevagen U.S. Figure Skating Championships, in St. Louis, Missouri. The event featured TV ads, stadium signage, out-of-home media, and branded on-site activations, including an exclusive Nulo Pet Therapy Area for the athletes and their coaches.
Nulo’s Olympic TV campaign focused on flights featuring its “Journey to Glory” hero TV spot, with a heavy-up schedule of airings in Atlanta, Austin, Boston, Chicago, Dallas, Denver, Los Angeles, Minneapolis, Phoenix, Portland, Seattle and St. Louis. “We concentrated our campaign around the Olympic games broadcast that assured strong viewership numbers. Plus, an added layer bringing to life our athlete partner relationships through media interviews and our companion Olympic Pins program that received on-air recognition — including a video from NBC with Snoop Dog. We rode the Olympic wave of attention to break through the noise – otherwise a tougher assignment for any pet food brand,” said Emmenegger.
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Nulo plans to announce the retail display promotion winner on April 14.
About Nulo
Nulo is on a mission to fuel the inner athlete in every pet. With a wide range of ultra-premium food formats available in more than 6,500 pet specialty retailers nationwide, Nulo ensures pets enjoy the best in digestive and immune health, skin and coat care, mobility, and weight management. Recognized as one of Forbes Magazine’s “Most Innovative Brands at Retail,” Nulo’s offerings are rich in animal-based proteins and low in carbs, crafted to keep pets thriving alongside their human companions. Founded in 2009 and headquartered in Austin, TX, Nulo continues to inspire pet parents and athletes alike. For more information, visit www.nulo.com.
