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Nutriment

Worked with this innovative start-up from Day 1. Faced many challenging issues from demystifying 'raw thinking' (back-to-basics feeding), questioning the nutritional validity of sub-standard kibble/canned meals, (filler grains/artificial nasties & low grade meats) made with pet owner convenience, not a pet's taste buds/longer-term health in mind.

Other issues included securing acceptance from a frosty, 'closed shop' pet food fraternity, the rising spectre of poor pet diets (obesity….) and dealing with a bitter local rival.

Solution & Execution

An underdog in every sense, we courted journalists & bloggers (site visits, founder interviews) highlighting the compelling brand story: (single mum Suzanne, a united team, an unhelpful bank, suspicious pet fraternity….).

Convinced fledgling brand to spend limited funds wisely – recruit packaging designer with strong track record in artisanal human food packaging PLUS copy style to set us apart from very 'samey' industry norms. We subdivided a confused portfolio into 3 distinct sub-ranges, including one that championed the growing trend for small, urban dogs requiring low protein diets.

We circumnavigated an initially apathetic pet press by sharing our story with wider business press winning a couple of aspirational awards: (Smarta – Best Lean Business & Everywoman Businesswoman of the year 2015) and editorial features, (Sunday Times...) which led to begrudging pet food community coming on board. Exhibition stands (Crufts best new entrant 2014), lit & press ads were all upgraded and a mutually-beneficial alliance with Laverstoke (organic) paved the way for a 1st supermarket listing (Ocado).

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