Battersea Dogs & Cats Home’s new Muddy Dog Challenge tapped into current market trends, responded to customer insight and put our cause at its heart. This UK first of a mud and obstacle run for dogs and their owners was conceived as a product to recruit new supporters. We aimed to raise £27,950 gross from 250 registrants; 60% new to Battersea. Demand outstripped availability and due to dog safety we closed registrations at 261; 76% new to Battersea. At the time of writing we have smashed our target and raised over £45k with money still coming in.