RESOLVING PERCEPTIONS & BENEFITS OF RAW DOG FOOD
Pet owners are demanding more from the pet food brands they buy in terms of health and a balanced diet. As pets are becoming more of integral members of the family, human eating habits and trends are influencing consumers purchase decisions. The challenges were to engage dog owners with resolving perceptions, benefits and practicalities surrounding frozen raw dog food.
ENGAGING DISCERNING DOG OWNERS WITH A NEW BRAND
Understanding the consumer purchase drivers balanced with the product qualities, led to the creation of a brand positioning based on the kindness of nature with the safety of science. This was key to creating a deeper connection with the dog owners whilst being supported with clear confident claims.
SUCCESS WITHIN THE CHALLENGING FROZEN FIXTURE
Cutting through with a clear brand proposition from ideation to reality which encompasses naming, healthy styled photography and bold standout, to ensure a successful launch within the challenging frozen fixture. Consumers connect with the brands premium muscle meat world through the usability of the product and the benefits this has for their dogs.
Nick Tobias –
Creative Director, Kinship