An idea popped into my head while having a fun walk with my beautiful dog Lacy. I had been using the great product YuMOVE on my dog for a few months and had noticed an improvement in her energy. Out of nowhere a strap-line entered my mind “Support Their GROOVE with YuMOVE.” I could feel there was definitely something in this catchy line, as groove is in our hearts and I could see Lacy’s energetic groove every day. Once home I set about researching animal joints and was pleasantly surprised to see that in their joints are a number of actual grooves.

I knew I was on to something and wanted to find a way to really help spread the word about the amazing benefit YuMOVE has on animals. So I created a pitch document with an advertising campaign and promotional competition where entries into the competition would be used for user-generated content. And this is how the YuGROOVE competition was born.