Boosting Natural Pet Food Sales in Australian Supermarkets for Nature’s Gift
Nature’s Gift is the loveable brand, owned by Real Pet Food Company, which offers Australian consumers a range of natural pet foods. The brand has been around since 1994 and today their products include dry and wet food, chilled food and doggy treats. It contains natural ingredients with added vitamins and minerals.
Bastion Banjo, the strategic creative arm of Bastion Collective, have been working with Real Pet Food Company for a number of years. This year Banjo have been tasked with developing a creative campaign to drive awareness of the Nature’s Gift range in grocery stores. This is measured by achieving incremental sales growth over a 5-month period via Above The Line activity. Banjo could also leverage Nature’s Gift brand ambassador and TV Vet personality, Dr Lisa Chimes. This campaign launched a new positioning for the brand ‘The Natural Choice for your pet’.
Banjo managed the creative strategy, developing the script and concepts before working with a production partner to shoot the TVCs on location at Dr Lisa Chimes’ home in Sydney and developing the digital creative in-house.
Over the initial four-week-period Nature’s Gift experienced growth in market share and penetration. The client praised the speed in which this project was undertaken and the effectiveness of the messaging and creative in driving awareness across TV and digital.
Nature’s Gift Natural Dry Food recently won the 2019 Product of the Year in the Pet Items Category. It was also voted the Number 1 pet food by 14,000 Australian consumers, as surveyed by Nielsen.
“2019 was the launch of Nature’s Gift biggest ATL media campaign. Working collaboratively with Banjo we developed strong creative TVCs delivering record brand share results”.
Natalie Waser – Nature’s Gift Senior Brand Manager
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