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Article

Land O’Lakes, the agriculture and food company, faced the challenge of blending its proud heritage with changing consumer tastes.

Gunn Report

Contains the creative for the 'Child Replacement Programme' campaign for Pedigree by the agency Colenso BBDO in New Zealand.

News

PALM DESERT, CA: Mars Petcare, the pet food manufacturer, is constructing more direct connections with consumers as a means of transforming its business and building its brand alike.

Article

Mars Petcare has moved beyond traditional means of promoting and selling products for cats and dogs in order to thrive in a changing consumer ecosystem.

News

PALM DESERT, CA: Nike, Kellogg and PepsiCo are among the established players responding effectively to the growth of the “direct-brand” economy, according to Randall Rothenberg, President/CEO of the Interactive Advertising Bureau ...

Article

The growth of the "direct-brand" economy, where companies sell products straight to consumers using digital channels, poses a wide range of challenges to many established marketers.

Gunn Report

Contains the creative for the 'Child Replacement Programme' campaign for Pedigree by the agency Colenso BBDO in New Zealand.

Case Study

Pet supplies retailer Pets at Home enhanced its VIP loyalty club to deliver more personalised content and strengthen its relationship with per owners in the UK.

Case Study

Pet supplies retailer Pets at Home maximised chances of lost pets in the UK being reunited with their owners by leveraging its 6,000,000 user-strong VIP app.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.

Case Study

Whiskas, a cat care brand, stood out in the digital market by utilising popular culture and creating the 'Kitten Kollege' campaign in the UK, which taught owners about cat care and kittens about being an adult cat.

Case Study

Purina, Nestle's corporate pet food brand, launched a direct mail campaign in Italy to create more personalised interactions with its customers and obtain more valuable client data.

Case Study

Pedigree Petfoods, the international pet food brand, used an app to encourage Indian consumers to switch to branded pet food from home cooked food for their animals.

Case Study

Pedigree, the pet food brand, created awareness of pet obesity in India by creating an educational interactive digital video.

Case Study

This case study looks at how Black Hawk, a premium dog food retailer, extended the 'real food' movement for humans to pets by using emotive creative to advertise its natural dog food to Australians.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Case Study

This case study shows how Pedigree, a dog products brand, promoted its social platform and increased brand equity in Russia by focusing on the social misconception towards people with Down Syndrome.

Case Study

This case study shows how Purina, a dog food brand, created a Christmas 'doggie jingle' in order to increase brand awareness and sales in Singapore.

Case Study

Drontal and Advantage, two animal parasite prevention products, increased sales and market share in the UK by devising a campaign that showcased the long-lasting partnership between pets and their owners.

Case Study

Banfield Pet Hospital, a veterinary chain, boosted its thought leadership credentials with research publicised through PR and social media in Canada and the US.

Case Study

This case study describes how Big Heart Pet Brands responded to the discovery that pets don't get treated during cultural holidays, exploiting this gap in the market by creating great gifts for pets: treats.

News

LONDON: In an age of social media, it is understandable that marketers devote so much effort to digital channels for the launch of new products, but a new report has shown how important good package design remains to be successful.

Article

This event report addresses how Clorox, the consumer goods manufacturer, developed a more effective approach to shopper marketing through adopting a truly holistic strategy in the US.

Case Study

This case study describes how Pedigree, the Mars-owned US pet-food brand, tapped into smart scientific enquiry to understand why dogs are so special and what difference they make in people's lives.