We found that, outside of North America, there was a huge movement towards embracing pets as family, and creating space to share more moments in life together. There was significantly more attention on approaching dogs holistically, rather than the North American take of focusing on just physical health.
With our international competitive insights in mind, we articulated a strong positioning statement for each that celebrates its unique advantage while also ensuring clarity of category and target customer, and positions it as a brand customers rally around and support.
For Crumps: Premium treats that nourish the whole dog – physically, mentally, and emotionally.
For Caledon Farms: Premium pet food and treats to nourish the life you share, naturally.
We authored a manifesto/credo that serves as a North Star for each brand and leans into the idea of strengthening the relationship between pets and their parents, rather than focusing on just the physical health of their dog.