Overview
Catapult Thinking helped Old Mother Hubbard (OMH) brand, package and launch Wellness as an all-natural pet food for sale exclusively in independent pet stores. The early and dramatic success of the Wellness launch tapped into a relationship between pet enthusiasts and specialty retailers—a conversation OMH wanted to direct and leverage. To understand the values and language of this audience, we conducted "park intercept" research with pet owners and in-aisle retailer interviews to refine the value proposition and differentiate the Wellness brand. Our research led to a comprehensive brand positioning: "Unconditional love. Uncompromising nutrition." The Brand Language Toolbox we constructed based on our research insights provided a compelling, flexible and consistent way to bring the Wellness brand story to life.
Impact
Our work helped secure a leadership position for the Wellness brand in the super-premium, all-natural category, contributing to a doubling in Wellness revenue from this channel over a two-year period. OMH was acquired in 2004 by Catterton Partners.
