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 product focus 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.
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.
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.
Increasing Market Share
To better understand and inspire our client's new segment it was important to learn more about them and to build a detailed and actionable narrative of their lives, attitudes, and motivations to drive the new segment, understand how to really speak to them, and make sure the strategy and innovation pipelines were aligned.
With new trends and knowledge impacting how and what people feed their pets, our client wanted to better understand what were the core drivers and motivations for considering to switch to ancestral petfood - what offerings were resonating and what what driving consumers to try it.
Our client had visions of making their dry dog food brand more distinctive within the category. They needed our help determining the range of their brand, building its architecture foundation, attracting new customers, and innovating in a way that's relevant to both current and new consumers.