Tails.com partners with Incubeta to drive growth


Digital marketing group, Incubeta has announced a partnership with nutritionally tailored pet food service, tails.com to deliver paid media, analytics and creative insight across the UK and Europe.


Incubeta won the account based on their bespoke and holistic approach to digital marketing. 

Solving issues of segmentation, tails.com will now enjoy an integrated approach across data, creative insight and tech. 

As a result, the pet nutrition brand saw 10% uplift in consumer sign-ups from July – December 2021, compared with the same period in 2020 from PPC alone. 

Due to this success, tails.com decided to further centralise its agency roster and invited Incubeta to pitch for its sister brand, Republic of Cats, which the digital marketing group won. The activity kicked off in early 2022.

Tails.com appointed Incubeta due to its ability to deliver from day one, while outlining the services that will support its future plans as a leading European direct to consumer business. 

The company has been onboarded with agility in mind as tails.com is considering in-housing its digital execution in the future, and Incubeta has extensive experience with this transition.

Jamie MacNaughton, Head of Digital at tails.com, said: “We’ve expanded rapidly in the past couple of years reaching dog owners across Europe with our tailored nutrition subscription service for dogs and launching our new concept in cat care, Republic of Cats, in the UK. 

“What we needed was the ability to manage activity across channels and territories effectively. We’ve already seen impressive results from Incubeta and they have massively stepped up our digital capabilities. 

“Beyond their skills, it was also important to us that the team’s approach during onboarding has been collaborative, supportive and open. 

“It’s clear that we share a set of values that revolve around innovation and growth that should generate fruitful results.”

Sally Laycock, UK CEO, Incubeta, said: “We’re so pleased to announce this partnership with an innovative brand like tails.com to support it in the next steps of its growth. 

“It’s taken the pet food market by storm due to its tailored, hassle-free approach to bespoke pet food delivery. 

“With tails.com aiming to bolster its presence across paid media, analytics and creative insight, this partnership is an ideal fit as it matches our expertise exactly.

“Our aim will always be to support brands with their growth strategies. 

“We will continue to knock down the silos of marketing to bring specialisms together that build meaningful and sustainable growth.”