From wholesaler to whole story: How NVS Group unified its brand and energised the veterinary market

A digital-first ABM campaign drives record engagement.

Challenge

NVS Group partnered with HUT 3 to bring its wholesale, lab, logistics and practice management brands together — aligning narrative, visual identity and activation through a digital-first ABM (account-based marketing) campaign that delivered 3,550% ROI, secured over 50 new accounts, drove record engagement and generated £1.52m in projected annual revenue.

NVS Group, the UK’s market leading veterinary wholesaler, has evolved far beyond its wholesale roots. With more than 40% market share in wholesale and expanded capability across diagnostics laboratories, logistics and practice management software (PMS), the infrastructure of a leading veterinary partner was firmly in place. But the market didn’t fully see it.

While the group structure existed, the story didn’t. Perception lagged behind capability, and many in the veterinary sector still viewed NVS primarily as “the wholesaler”. The connections between other business areas weren’t clearly understood, gating the group’s ability to unlock its full growth potential. But this wasn’t simply a creative refresh. It was about building a platform for accelerated growth.

"We’ve basically cracked on with HUT 3. The team are always available and responsive, which is what you want. They delivered the creative scheduled on time, and it all ran smoothly. Regular meetings, catch-ups, and if anything pings up between, they’re there. Through working together on this campaign, we’ve laid a solid foundation for future work and the continued evolution of our brand."

Solution

HUT 3 worked closely with NVS Group to clarify exactly what NVS stands for, articulating how wholesale, labs, logistics and PMS interconnect, and identifying the priority veterinary independent practice audiences that would drive future growth. An ABM campaign relied on targeting exact audiences on LinkedIn, leveraging The London Vet Show as an opportunity to showcase the new brand live.

This campaign marked NVS Group’s first unified brand advertising initiative, bringing its specialist veterinary businesses together under a single narrative, repositioning NVS Group from a product supplier to a trusted, end-to-end partner for veterinary practices and all their requirements.

Combining brand storytelling with precision targeting and integrated channels, and ensuring advertising reached only named veterinary practices and senior decision-makers, engagement can be tracked at account level to inform sales outreach.

The digital-first approach also aligned with NVS Group’s sustainability priorities, reducing reliance on traditional print-heavy tactics. And following a busy and successful London Vet Show, activity continued, maintaining momentum and reinforcing the group narrative across digital touchpoints.

Outcome

The shift in perception was immediate. The unified brand resonated with the target audience, seeing strong digital engagement from the start. Furthermore, they saw record engagement at the industries flagship event, The London Vet Show with higher footfall and sales conversations than previous years.

The campaign further delivered exceptional commercial return – NVS Group generated a 3,550% ROI, making it the most commercially successful marketing campaign in the group’s history. The activity secured 56 new accounts, including competitor wins and start-up practices;, contributing to a projected £1.52m increase in annual revenue compared to the same period the previous year.

Beyond immediate revenue impact, the campaign reshaped how NVS Group is perceived in the veterinary sector. The unified narrative clarified the connection between wholesale, laboratories and PMS, enabling the business to move forward with confidence into more performance-led ABM campaigns, pricing strategies and future brand evolution. Projects that now feature in the 2026 roadmap.

Case Study