The Brand Truths
NutriCat is a range of cat food that has been formulated to provide exactly the right nutrition for cats of all types and ages whether they’re mature, live indoors, have sensitive digestions or are kittens.
Cats are fussy eaters, so it’s not surprising that cat owners buy the food that their vet recommends as they want to help their cat be the healthiest it can. Typically, vets recommend brands like Royal Canin or Hill’s Science Plan, which are only available at the vets or a specialist pet store like Pets at Home.
This means that cat owners have to make an additional shopping trip to pick up their cat’s food, which can be a bit of a hassle, especially, when on a Sunday evening they realise they’ve run out and need to make a trip to Pet’s at Home. However not doing so would make them feel guilty.
Tesco saw an opportunity to launch a new cat food brand that would deliver all of the nutritional needs but without having to make a trip to the vet’s or pet store as well as the supermarket.
The challenge was to launch a premium cat food into a sewn-up (not right) market, where vets’ recommendations are so powerful and people think twice about changing their cat’s food in case it causes problems.
Cat food is sold on a very scientific basis with vet approval being a necessary qualification to be taken seriously by owners, even one of the main competitors is called Hills Science Plan!
To be taken seriously by cat owners, the advertising solution had to build credibility by demonstrating NutriCat’s nutritional credentials but also to be compelling, distinctive and humuorus not cold or aloof.
The campaign ran as TV idents, poster and press.
From briefing to being on air took just 8 weeks.
Sales results are confidential but are understood to be against forecast.
Another great idea delivered without drama