Petfood

The pet nutrition and care market is extremely complex: on the one hand, different brands compete through different drivers; on the other, these distinctive features do not always stand out at first glance. As a pet food agency with over thirty years of experience, ATC – All Things Communicate has worked on the strategy and creativity of some of the sector’s leading brands, enhancing the uniqueness of each client through an in-depth understanding of the two main distribution channels: grocery retail, with its more generalist approach, and the specialist channel, where a strong identity can still make all the difference on shelf.

Each segment requires its own language, and category communication needs to manage those differences. The Friskies retail project in grocery retail brought the dog and cat ranges together through a mirrored format, creating order in a channel where the two offers coexist. In wet food, where flavour choice is also influenced by texture, for Oasy we developed the naming and packaging for Caprice: a name that promises indulgence and a packaging system that makes the distinction between mousses, chunks and pâtés instantly clear. Purina’s return to snacks, on the other hand, required the codes of impulse purchasing. In dry food, some fundamental feed packaging rules still apply, where the hierarchy on the front and its relationship with the back determine readability, as in our restyling work for Morando’s MigliorCane and MigliorGatto. With MigliorGatto Sterilized and MigliorCane Prestige in particular, we addressed a case of premiumisation within a mainstream range: a new nutritional segment made instantly recognisable, from pack layout through to tray design.