Talking to consumers doesn’t need to be complicated. The Pet Food category is full of passionate pet parents who just want their entire family, pet + human, to be healthy, happy and together for a longtime.
Unfortunately, the category is full of “marketing-jargon” that is difficult to believe and trust.
Creating a new path to massive growth can sometimes happen through straight-forward, real-talk with a pinch of humor. While I was leading the Supreme Source Pet Food brand, I changed the brand’s communication language to be real, easy-to-understand, and helpful to our pet parents.
P.S. Supreme Source’s brand affinity almost doubled, and loyalty increased high single digits. Not bad for giving consumers some real talk