Most parents wouldn’t admit to feeding their kids McDonalds on a regular basis. It turns out that dog owners are way more precious what they feed their dogs than parents are about their children.
The problem for Bakers was that as the biggest brand in the dog food aisle, a number of rumours and bad press stories had begun circling about how processed the brand was.
A social media nightmare.
Instinct says you need to change everything. But our research demonstrated that at it’s heart, the values of the Bakers brand, the quality of the product and the appetite of dogs was not diminished, it was just packaged in a way that hid much of the good stuff.
Over 18 months we helped Purina establish a solid heartfelt proposition to allow the brand to get back to doing what it had always done well. Working together with the European innovation team, we also helped establish a clear roadmap of NPD to deliver against this.
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