Shoof International appoints Tonic for PR and Social across Australia and New Zealand

Tonic is proud to be partnering with Shoof International – a market leader in animal care and handling solutions – to lead their brand strategy, PR and social communications across New Zealand and Australia.

Shoof has been quietly innovating for decades, supporting farmers, vets, and animal owners with tools that are smart, practical, and purpose-built for real-world use. Our job is to help bring that story to life, reaching the people who rely on Shoof products every day, and building long-term brand affinity through strong, strategic storytelling.

Our remit spans public relations strategy, corporate profiling, and always-on social content. It’s about helping Shoof show up with clarity and consistency across key touchpoints, sharing what makes them different in a crowded market, and reinforcing their deep commitment to animal care and the rural communities they serve.

The brand’s down-to-earth, solutions-focused approach aligns with Tonic’s own values and strengths. We’ve worked across sectors including FMCG, QSR, retail and design, and Shoof’s unique position in the agri space gives us the opportunity to tap into both our strategic muscle and our love of purpose-led work.

“It’s an exciting space to be in,” says Georgia Coleman, General Manager at Tonic Communications. “There’s so much depth to the Shoof story – from clever product design to global sourcing, sustainability efforts and strong rural roots. We’re looking forward to helping them connect with their audiences in ways that are relevant, consistent, and genuinely useful.”

The partnership is already off to a strong start, with campaign activity rolling out across key markets. Over the months ahead, we’ll be helping Shoof sharpen its voice, increase visibility, and drive meaningful engagement – not just in rural and vet communities, but in the broader conversations around animal care and innovation.