Case Studies
Wagg Foods
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Wagg
Foods is one of the country’s fastest growing pet food
manufacturers. In 2009 they manufactured 20% of all dry dog food and
had a 7% share of the UK’s total pet foods market.
The
family run business operates from two purpose-built factories near
Thirsk in North Yorkshire, where it has been manufacturing pet food
for over 25 years.
Wagg's
goal has always been to produce the highest quality pet foods at the
best possible price, using only the finest ingredients and modern
manufacturing processes. Their dried dog food is currently sold in a
wide range of retail outlets, from large supermarkets such as Tesco,
Asda, Sainsbury's and Morrisons, through to specialist chains
including Pets at Home, B&Q and a host of independents.
Despite
this success, after eight years, the current packaging had become
tired. So, Totality GCS was approached to give the brand an injection of
creative thinking, a much needed facelift, which would attract new
customers and enable Wagg Foods to compete more effectively in the
market.
Create
As
the consumer face of Wagg, the new packaging had a critical role to
play in achieving the company’s sales growth ambitions. It needed
to maximise existing customer loyalty, whilst increasing awareness of
the brand and encouraging new customers to try the products.
Our
answer was to create a contemporary new look that captures both the
ethos of the Wagg brand and uses clear on pack communication to
illustrate its unique selling points. New photography was introduced
which portrays a brand full of life and personality. The very
attributes customers want to see in their pets.
Deliver
Following
the launch of the redesigned range, and without any direct media
support, Wagg have seen a steady increase in sales by a conservative
estimate of 30% within the first year. They have also gained renewed
interest in stocking and expanding the range from many more of the
UK's largest retail chains.
The
new designs will now be rolled out across the full Wagg portfolio,
which includes dog treats and small animal food and there are plans
to extend the brand into the lucrative cat food market.