Gaining Competitive Advantage

The Challenge

Developing inspiring and impactful communications in super-premium dry dog food.

Our clients needed to continue to separate themselves from their competitors in a way that created clear brand distinction and inspired owners to move beyond products to a more holistic approach to their pet’s well-being. They wanted to use these insights and learnings to help not only increase awareness but influence purchasing behaviour.

The Approach

We took our super premium dog food owners on an exploratory journey through creative ideas and executions in support of the brand’s new positioning concept. Testing for optimal resonance and relevance, we explored the emotional territories key to establishing a connection between the brand and dog owners’ expectations and motivations.

We deconstructed the relationship between food, nutrition and wellbeing of their pets to understand how the brand can play a larger role in the dog owner’s life and what the roadmap for the brand looks like.

The Impact

We helped our client to gain competitive advantage within the super premium dry dog food space by ensuring the new brand personality and creative communications are relevant, resonant and drive conversion to trial.