In a market that is crowded with large, well known dog food brands, we wanted to communicate the health benefits and use of ‘fresh meat’ used in Cooper & Co. Through extensive research in the UK market, we understood that consumers were looking for a trusted, authentic and tasty food that their dogs would love. It was also important to them that they were feeding their loved ones wholesome foods with the finest quality ingredients.
Our story focussed on the freshly prepared recipes, simple wholesome ingredients alongside the benefits of feeding wheat and gluten free. We explored food photography but felt the brand would benefit from the use of illustration, using ‘Cooper’ (the working Spaniel) added great value, gave trust and stood out on-shelf.
Communicating the difference between the products in the range was key, it was important that we made it easy for consumers to quickly identify the product they required when entering their pet shop. We broke the category down into ‘dog types’ – Active, Sensitive, Fussy, Puppy, Glossy and Vitality with each of the products assigned a colour to to allow consumers to immediately recognise ’the green bag or the orange bag’ on shelf.