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The client
The Challenge

Vetdiet is part of Mondou’s private label portfolio. The brand was very successful in Quebec and had the potential to expand, especially thanks to its revamped recipes offering even more healthy ingredients for animals. With the best growth potential in the United States, the brand had to have all the elements to compete with the big national brands. Although having a very interesting image and nutritional philosophy, we had to help establish the brand strategy to optimize its future in order to make it evolve in its primary market and allow it to conquer new points of sale and, ultimately, to differentiate themselves in the United States.

The Solution

In order to continue its evolution and development in new markets, Vetdiet has partnered with PIGEON to rethink its brand strategy, its B2B and B2C communication tools as well as its online presence for its website and communication. Working closely with the client, PIGEON worked on brand promise, communication pillars and tone to develop an inspiring brand story for consumers here and south of the border. The new recipes, produced in collaboration with a health and nutrition advisory committee, as well as the three fundamental pillars of its nutritional philosophy are the basis of the tools developed to highlight natural nutrition and recognized expertise. The visual platform, where black and white are predominant, is sober and warm at the same time, featuring moving animals as well as the naturalness of the ingredients. The scientific approach to recipe development is demonstrated by the seal of the experts, positioning the brand as trustworthy. Finally, the new brand signature, Expertise inspired by nature, encompasses the entire communication strategy. Creative executions are deployed on the site, online, in print, at the point of sale and in video on TV and on the web.

The Results

Sales of Vetdiet in its primary market continued to deliver the desired performance. As for entering the US market, the number of secure outlets has exceeded expectations.