Recognizing that high-end pet food is typically sold at specialty retailers, Nestlé Purina identified an opportunity to launch an ultra-premium category within grocery stores. Purina partnered with Big Red Rooster to launch a new category at grocery and mass, which would allow Purina to introduce its new brand (Beyond) within that category.
We kicked off a three-phase approach by completing in-depth benchmarking, which explored how other premium products and categories launched and lived within grocery/drug/mass. We then conducted consumer research, heading to specialty and grocery stores to uncover barriers to purchase. We talked to consumers to find out what consumers liked, what they disliked, what they looked for, what made them hesitate, and more. Shopper insights helped us determine the intersection point.
After completing the first two phases, we designed a three-tiered visual merchandising strategy for launch. Big Red Rooster developed inlines, endcaps, secondary satellite fixtures, and elements that could be scattered throughout the store, such as cross-sell shelf talkers and checkout signage.
Our work helped Purina introduce its premium brand at grocery and mass.