FMCG - Pet food pivot
How a direct-to-consumer pet food brand in India fostered loyalty and boosted sales by celebrating the bond between pets and their owners.
Introduction:A non-vegetarian processed food manufacturer aimed to create a direct-to-consumer pet food brand that was aligned with changing consumer behaviors and pet ownership trends.
Key Insight:The pet food market in India is on an upward trajectory, with modern pet owners recognizing pets as integral family members. There is heightened demand for quality, nutrition, and emotional connections that pet owners have with their pets, particularly among DINK (Dual Income No Kids) and cohabitating couples.
Action Plan:To capitalize on these insights, we developed a brand strategy centered around celebration-driven engagements for pet owners. This included partnerships with pet-friendly hotels and restaurants and a subscription model for fresh pet food delivery.
Impact:The brand successfully established a robust market presence by tapping into the emotional bonds between pet owners and their companions. This strategy not only enhanced consumer loyalty but also translated into increased sales and brand affection.