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Proper Toppers

Discipline

Product Innovation

“We knew we had a serious new product in a freezer bag but that was about it. No Name. No Packaging. No Story. We needed to move faster and smarter. Together, we created one of our best selling and most beautiful products of 2016.”

MICHAEL STECK, CHIEF MARKETING OFFICER

A PROPER PRODUCT EXTENSION
Challenge

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.

Result

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.

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