babyGrand looks to Thrive in the pet food sector
Newly redesigned Pet food brand Thrive is set to hit shelves next month following a brand review undertaken by babyGrand Marketing.
The brand, which launched with the aim of cornering the premium treat sector within the pet food market, is currently stocked by independent stores as well as supermarkets Sainsbury and Waitrose.
The agency has repositioned the brand to become a consumer facing lifestyle brand, where it was previously perceived as a ‘functional’ and ‘healthy’ treat which was mainly stocked by veterinary practices and wholesalers.
The redesign aims to differentiate between the different lifestyle ‘moments’ that drive product purchase, moving away from a ‘one treat fits all’ approach.
Following the review, eight new dog treats will launch, supported by trade advertising, and followed by a consumer campaign.
Children’s illustrator Victoria Bull worked with babyGrand to design the new packaging, in order to convey a more ‘fun’ and ‘humorous’ feel for the brand.
The agency is also helping Thrive with POS display materials and has helped develop a number of strategic insights and promotional support as Thrive looks to gain a foothold in the US market.