Pride 2026: More Love, Less Stress

At Waggel, Pride has always been about celebrating the people and pets who make up our communities. This year, we're taking that celebration a step further by partnering with and sponsoring the Bristol Pride Dog Show for our Pride 2026 campaign.

To mark the occasion, we created something a little different: a zine, designed, written, photographed and produced by our team. Titled ‘More Love’, the zine explores the special bond between LGBTQ+ people and their pets, celebrates chosen family, and shines a light on the communities that make Pride such an important moment in the calendar.

Physical media has a unique way of bringing stories to life. In a world dominated by scrolling and fleeting content, we wanted to create something tangible that people could pick up, keep, share and revisit.

The zine format gave us the freedom to tell real stories, showcase community voices and create something that feels personal, creative and proudly independent. Nearly every page was crafted in-house, from concept development and editorial writing to photography, design and production.

The result is a colourful, community-focused publication that reflects what Pride means to us: connection, visibility and belonging.

The theme of this year's zine is chosen family: the people and pets who support us, champion us and stand beside us through every stage of life.

For many LGBTQ+ people, chosen family plays a vital role in creating spaces where they feel safe, accepted and loved. Pets often become an important part of that family, offering companionship, comfort and unconditional support.

Throughout the zine, we explore these relationships through personal stories, interviews and reflections, highlighting the ways our pets enrich our lives and strengthen our communities.

We're incredibly proud to be partnering with and sponsoring the Bristol Pride Dog Show for Pride 2026.

The event brings together dog lovers, pet owners, allies and members of the LGBTQ+ community for a day that celebrates inclusion, connection and, of course, dogs. It's a space where people can come together, make new connections and share the joy that pets bring to our lives.

As a pet insurance company built around supporting pet parents, the partnership felt like a natural fit. The Bristol Pride Dog Show represents everything we love about Pride: community spirit, self-expression and creating welcoming spaces for everyone.

The zine features:

• Personal reflections on Pride, identity and pet ownership

• Interviews with LGBTQ+ pet owners and their dogs

• Stories exploring the idea of chosen family

• Community-focused features celebrating inclusion and belonging

• Photography created exclusively for the project

• A pull-out poster designed by Madrid-based artist Marina Astudillo

• Creative design inspired by the vibrant energy of Pride

Almost every page was produced by our in-house team, making it one of our most collaborative and rewarding creative projects to date.

The More Love zine has been created especially for this year's Pride campaign and will be distributed to attendees at Bristol Pride, giving visitors the opportunity to take home a piece of the celebration.

We wanted to create something lasting, a keepsake that captures the stories, creativity and community spirit behind the campaign. Whether it's read on the day, shared with friends or kept as a reminder of Pride 2026, we hope the zine helps spread the message of inclusion, visibility and belonging long after the event has ended.

For us, Pride is not just a moment in the marketing calendar. It's an opportunity to celebrate the diversity of our customers, our community and the wider pet-owning world.

By supporting Bristol Pride Dog Show and creating the More Love zine, we wanted to contribute something meaningful that reflects the values we share: inclusivity, kindness and the belief that everyone deserves to feel accepted exactly as they are.

If you're attending Bristol Pride this year, keep an eye out for the Waggel team and pick up your free copy of ‘More Love’. We'll be celebrating alongside the Bristol Pride Dog Show community and sharing stories that showcase the powerful connection between people, pets and chosen family.

Because Pride is about community. And community is all about more love and, of course, less stress.