Shoof International names Tonic Communications as ANZ PR, brand partner

Australia – Animal care solutions provider Shoof International has appointed Tonic Communications to lead its public relations, social media, and brand communications across Australia and New Zealand.

The partnership comes on the heels of Shoof’s master brand refresh, aimed at sharpening its identity and market positioning. With the rebrand complete, the company is now setting its sights on reinforcing category leadership, expanding its market share, and boosting digital engagement throughout the region.

Under the new remit, Tonic will oversee public relations, corporate profiling, brand storytelling, and social media content. The agency will focus on strengthening Shoof’s brand presence and connecting with rural and veterinary audiences, positioning the company as a leading and trusted voice in the animal care industry.

Tonic Communications’ appointment complements its growing client portfolio, which spans key ANZ sectors such as agriculture, maritime, retail, FMCG, QSR, and creative services.

“We’re excited to help tell Shoof’s story in a way that resonates with farmers, vets, and animal owners alike,” said Georgia Coleman, general manager of Tonic Communications. “With more than 40 years of heritage in the rural sector, Shoof has a legacy built on trust, innovation, and practical solutions. Our role is to bring that story to life through earned media, social content, and brand storytelling that builds long-term affinity in smart and scalable ways.”

Meanwhile, Rachel Bainbridge, general manager of marketing & innovation at Shoof International, commented, “We’re thrilled to have Tonic Communications on board as we build a stronger, more consistent voice for Shoof across all channels. Their strategic and creative expertise gives us the firepower we need to stand out in a competitive category.”

Initial campaign activity is expected to launch shortly, with Tonic steering Shoof’s communications to elevate brand engagement and support those at the forefront of animal care.

The announcement also comes as Tonic eyes further expansion in the Australian market, following 18 months of strong growth across the trans-Tasman region.

Tonic Communications is part of Attivo, a marketing services group that includes 303 MullenLowe, Mediahub, Farrimond, DNY, Hill Holliday, and The Next Practice, with a presence across Australia, New Zealand, and the U.S.