The Approach
We delved deep into the Natural pet food space understanding people’s attitudes, behaviours and preferences in choosing their pets’ Natural food. From exploring what ‘Natural’ means, why it matters and expectations consumers have of Natural pet food brands we uncovered conscious and subconscious wants and needs that sit at the heart of trial, adoption and advocacy.
Armed with an understanding of both the Natural category as a whole, and the client’s Natural brands, we embarked on an introduction of a new brand (and its brand universe) to explore and understand if and how such a quintessentially British brand could be introduced into Southern European to drive both brand and category growth.