Investigating a new playful territory in mainstream cat food.
Our client needed a better way to understand and inspire their new segment of cat owners and ensure their strategy and innovation pipelines were aligned and focused to meet their needs. It was important to learn more about the new segment to build a detailed and actionable narrative of their lives, attitudes and motivations in order to drive the new segment and understand how to really speak to them
We delved into every aspect of cat ownership and what it means to them; from the reason they decided to embrace a relationship with a cat, the nature of that relationship andall the different rituals and routines they’ve created that form the foundation of their shared daily lives.
We explored diet and nutrition to uncover the impact of the growing Natural trend on their beliefs, attitudes and behaviours around nutrition, quality, and the role taste plays and how it influences decision making. Finally we took a deeper look into key influences and influencers in their cat ownership journey; what they look for in brands and the specific food for their cats, who and where they go to for advice, and their sources of inspiration.
The Sound aided in Increasing market share by exploring a new segment of cat owner in the mainstream cat food space to ensure the brand’s new playful expression and communications drive conversion to trial.
Maintaining Category Leadership
Understanding advocates’ changing needs & expectations in super premium dry cat food.