Pro Feed Pet Nutrition Centers
A succesful exercise in branding and market positioning by Tim Kenney Marketing.
A succesful exercise in branding and market positioning by Tim Kenney Marketing.
Pro Feed is a better pet supply and food retail chain, offering high quality and well researched pet food and supplies to the discerning owner who considers their pet a member of their family. In addition, all of their staff are highly trained to be 'customer intimate,' and to thoroughly listen to and provide options for their customers.
Their chief competition isn't the large pet food stores, but grocery stores, who usually offer cut rate poor quality pet foods, and the large number of pet owners who shop there routinely.
Our task was not to attract the knowledgeable pet owner, but counterintuitively, the owner who loves their pet (who doesn't?) but might not know that there are better choices available and a wider range than they may have thought.
In positioning against large grocery and retail pet chains we had to communicate the idea that this store was different, right away. We chose an 'artisanal' look and feel and humorous instructive messages. The large depth of copy on the website, for example didn't put off our viewsers, but instead entertained while educating.
Early testing with likely target audiences brought unanimous 'thumbs up' that they liked the brand and would change stores immediately.
Their chief competition isn't the large pet food stores, but grocery stores, who usually offer cut rate poor quality pet foods, and the large number of pet owners who shop there routinely.
Our task was not to attract the knowledgeable pet owner, but counterintuitively, the owner who loves their pet (who doesn't?) but might not know that there are better choices available and a wider range than they may have thought.
In positioning against large grocery and retail pet chains we had to communicate the idea that this store was different, right away. We chose an 'artisanal' look and feel and humorous instructive messages. The large depth of copy on the website, for example didn't put off our viewsers, but instead entertained while educating.
Early testing with likely target audiences brought unanimous 'thumbs up' that they liked the brand and would change stores immediately.
Screenshot of Website below shows a vintage look with humor. The Pet 'testimonials' were considered humorous by 'viewsers.'
The rounded corner business card was printed front and back in order to show locations and further the 'artisinal' look and feel.
