Pets at Home is the UK’s largest pet supplies retailer with over 400+ stores. As a specialist retailer the provision extends to a range of services to promote and enable healthy, happy pets for the nations pets.
Research had pointed towards an emerging customer demand from pet owners who were opting to feed their pets a high protein diet. As a result of this current trend, Shoot the Moon were tasked with creating, developing and launching a new, premium pet food brand.
Integral to the brand development was acknowledging the ancestral needs of dogs and cats, who, evolved as carnivores on a diet based on meat, fish, fruits and vegetables. With premium pricing in a competitive sector, it was important that the range met the requirements of a diverse customer base and achieved maximum stand out in a crowded market.
Utilising research from the United States and the UK, the brand was developed to ensure it could be communicated across multiple channels. Ongoing brand building will continue into 2015 with further engagement accompanied by informative nutritional insights for customers.
The packaging was designed to achieve clear communication across the range of both wet and dry format foods and in doing so, maintain a consistent and authoritative message – Just As Nature Intended.
A rich media execution enabled us not only to promote the product’s USPs efficiently, but also to convey the look and feel of the brand through the use of video. Another key benefit of using rich media meant we were able to use several call-to-actions within a single piece of communication, which provided valuable insight on how the customer interacted with the brand.
Launched in October 2014, Evolution Naturally ™ is achieving excellent reviews and continues to build in popularity, superseding forecasted expectations.