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Doe-Anderson

Brand reintroduction and e-commerce marketing strategy
Making a big noise in the neighborhood

The background

At any local Feeders Pet Supply, you’ll find food; toys; puppies; kittens; lizards; essentials; and knowledgeable, engaged employees. But when we became its agency partner in January 2020, this established brick-and-mortar retailer was struggling to keep pace with new mega pet stores backed by equally mega marketing budgets. Changing consumer behaviors and a raging pandemic exacerbated the threat.

  • Brand Positioning
  • Brand Messaging
  • Connections Planning
  • Consumer Trends
  • Consumer Research
  • Cinematography and Videography
  • Art Direction
  • Copywriting
  • Media Strategy and Planning
  • Media Buying
  • Programmatic
  • Search Engine Marketing
  • Offline Media
  • Measurement Planning and KPI Development
  • User Journey Insights

Results
By the numbers

+19.1% CAGR
more than 2X industry growth rate
+106%
digital sales revenue
32%
new-store revenues ahead of projections

Insights
More than just pets

Today’s pet owners are younger. They pamper their pets and think of them as family. They want to give them the very best – as quickly and conveniently as possible.

While Feeders Pet Supply has always provided an exceptional in-store experience, the current consumer landscape meant an English Mastiff-sized change was in order. Driving e-commerce sales was absolutely vital – but not at the cost of losing our hard-won perception as “the neighborhood place” pet owners could swing by on a whim to pick up a bag of kibble or something for Fluffy to bat around the living room.

Older dogs, new tricks

Combining the convenience of online ordering (curbside pickup or home delivery from an actual Feeders employee) with that trusted and professional in-store experience led us to a positioning message that’s both different and engaging: The Special Neighborhood Place. For Special Pets and Their People.

Previous mailers, flyers and promotional-based material were replaced with vibrant, creative digital marketing driving to online ordering. The new brand campaign deftly solved the challenge of changing consumer trends yet stayed true to Feeders Pet Supply’s homegrown roots.

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