Take a look at an advertising promotion that’s the cat’s whiskers.
Excellence Super Premium Pet Food formulations have been developed by leading pet nutritionists, veterinarians, and food scientists.
CLIENT
Virbac Animal Health
Team
Greg Kramer
Ash Kramer
Kei Serrano
Project
Marketing
Branding
Graphic Design
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Key to the success of increasing sales for our client was that we had to change the consumer’s buying habits of pet food in the supermarket environment.
The Excellence Super Premium Pet Food range is better suited to the shelves of vet clinics, where it would compete with the likes of more expensive and exclusive pet food brands like Hills, Eukanuba, and Royal Canin.
However, on the shelves of New Zealand’s supermarkets, where Excellence Super Premium Pet Food sits next to Whiskas, Vitapet, Pedigree, Purina One, and a glut of canned pet foods, Excellence Super Premium Pet Food competes mostly on price and not on quality.
In a vet clinic consumers are used to spending more for a better product, but in the aisles of Countdown, where you can buy a can of pet food for less than a dollar, consumers are often making their decisions based on price first.
What we accomplished:
1.
In order to break the price barrier, Partisan Advertising ran a competition and promotion exclusively through Countdown stores nationwide. The aim was:
To sell 10,000 units of Excellence Super Premium Pet Food within two months.
Increase traffic to www.excellencepets.co.nz.
Measure repeat purchases via coupon redemption in the months following the promotion.
Announce that Excellence was voted Overall Winner in TV3’s Target show as the best cat food for quality, taste, and value.
2.
Partisan Advertising ran a promotion to win a year’s supply of cat food valued at $500, and 50 chances to win flea and worm treatment packages for cats valued at $50 each.
Our advertising material showed that Excellence Super Premium Pet Food understood the amazing and unique relationship that pet owners have with their pets and how much significance pets have in their lives, family, and routine.
We communicated that:
A healthier pet means a healthier, happier family.
A healthy pet is sick less often and visits the vet less frequently.
A healthy pet means owners and their pets can continue their unique relationship.
3.
The results were impressive:
10,000 units sold in two months.
2,157 coupons redeemed
21% increase in sales
1,851 entries to the competition
2,097 contacts added to the database.
“If results are what you are after and you’re tired of empty promises then get in touch with Partisan Advertising. Greg and his team are solution providers who apply their knowledge and skills to contemporary problems and get results. If you need to stand out and be seen, where results are essential regardless of your budget, this is the agency you want to talk to. They’ll become part of your business.”