Lancashire pet food manufacturer, Pets Choice, is investing half a million pounds in a multichannel campaign to generate more awareness for its growing cat and dog food brand, Webbox Naturals, which has increased sales in a year which has also seen the brand refresh its paxkaging and sign up as Blackburn Rovers FC’s official pet sponsor.
https://www.prolificnorth.co.uk/news/webbox-snaps-up-official-pet-sponsor-role-at-blackburn-rovers/.
The campaign also sees Webbox Naturals advertise on TV for the first time, while the new packaging includes a satisfaction guarantee, promising pet parents a 100 per cent refund if their canine or feline friend isn’t satisfied with the food, which features tasty recipes made with natural ingredients, for happy healthy pets.
The accompanying marketing campaign, which focuses on feline family members, includes the brand’s first TV ad across Sky and video on demand channels, out of home, shopper activations, social media and influencers, online and digital, above the line and PR.
Strenuous testing of the TV creative by independent creative effectiveness platform, System1, found that the ad was rated as ‘exceptional’ in its potential for both a short-term spike in sales and long term growth in market share.
Lisa Melvin, head of marketing at Pets Choice, said: “We know thanks to our exceptional growth in the last year that our delicious Webbox Naturals recipes can tempt fussy felines and picky pooches while delivering the goodness they need to be happy and healthy. That’s why we’re expanding our reach among pet parents with the brand’s first ever TV and crosschannel campaign.
“Such is our confidence in the brand, we’re also adding a 100 per cent money back guarantee to the product offering. We hope this, coupled with engaging activations and a far-reaching presence across consumer touchpoints, will reiterate our commitment to providing the best quality possible, at great prices, and to generating future success across the food and treats categories.”
The Webbox Naturals range is listed in retailers including major grocers, online and in the pet trade, and its campaign activity begins this week. All products within the range contain natural ingredients to promote feel food health and joy for pets of all life stages.
The campaign and redesign were primarily handled internally by Pets Choice, with support from creative agency, Paragon Pictures, design agency Our Creative, media buyers Notorious and PR and social media agency, Brazen.
