Creative Agency: Bulldog Drummond
Project Type: Produced, Commercial Work
Packaging Content: Dog food
As a longtime strategic partner with The Honest Kitchen, we worked intimately with their product development and marketing teams to build a new product pipeline. Part of our charge was to identify entirely new categories and food forms that could give existing customers new and meaningful ways to feed their pets and to introduce new users to the brand. Bulldog Drummond helped to position, name and design the new product line so that it logically connects with the current product portfolio.
After a consumer deep dive, we were able to identify key differentiators that appeal to their desired target customers. We created key product messaging to communicate the product purpose and benefits and we guided the product positioning to differentiate the product on-shelf. The platform design includes a convenient packaging form and a transparent window to showcase the new superfood clusters. Proper Toppers are available online and at premium independent pet stores, and are contributing to a growing part of The Honest Kitchen’s business.