A refreshed adoption experience to inspire gifting and bring people closer to the animals they love.
THE CHALLENGE
Banham Zoo wanted its adoption offer to work harder in the run-up to Christmas when gifting drives most of the year’s income. Existing supporters valued the chance to adopt their favourite animals through the current product, but the experience needed a clearer story and a more distinctive identity. The team also wanted the offer to feel easier to choose, easier to gift and more reflective of what makes the zoo special for families, animal enthusiasts and visitors discovering the zoo for the first time.
OUR APPROACH
Qualitative and quantitative research helped us to understand how people viewed adoption, what they expected from it and how it could create a deeper sense of connection. The findings shaped the direction of the work, giving us a clearer view of what people look for when engaging with wildlife and what encourages them to take that step from interest to involvement. This insight informed the development of a tiered product range that could meet different budgets while still offering something meaningful, from digital options through to the new premium junior and adult experiences found in the final product set.
Building on this, we created a campaign narrative centred on the idea that adoption should feel personal. It needed to draw people into the world of their chosen animal and give them a sense of being part of its story.
That narrative then shaped the creative direction. Banham Zoo’s personality traits guided the tone and visual style, with photography, messaging and seasonal adaptations all designed to feel warm, immersive and generous. We paid particular attention to how the experience unfolds at home, from the moment the pack is opened to the regular updates that follow, ensuring the design, language and structure all supported a stronger emotional link. The full product suite and creative identity were delivered as a comprehensive campaign toolkit, supported by a Christmas launch plan and wider marketing approach for the team to take forward.
THE SOLUTION
The new adoption campaign centres on a single invitation – ‘step into their story’. It transforms the experience into something more immersive and heartfelt. Packages now feel special from the moment they are opened, with presentation tins, keepsakes and regular updates that help adopters follow the story of their chosen animal. The narrative weaves through photography, print and digital channels, building a clearer link between adoption and the conservation work happening both at the zoo and in projects worldwide.
For launch, we placed the campaign into festive gift guides, onsite displays, paid social and outdoor advertising giving people a gifting option with meaning behind it.
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