For 35 years, Engauge has been an integral part of Ainsworth's evolution into a large national player. So when they decided to introduce a super premium dog food, we shifted into high gear.
In a fiercely loyal category, we needed to not just strongly brand the product, but drive people to try it before they buy it.
The success of the product launch has spawned a series of sub brands, turning one product into one of the fastest growing franchises in the highly competitive pet food category.
In 2007, Ainsworth pitched the idea of endorsing a line of dog food to Rachael Ray. Not only did she say yes, the brand became her own —Rachael Ray Nutrish.
The formation of Rachael's Rescue only sweetened the pot by channeling 100% of proceeds to pets in need. A premium dog food with a giving nature.
Together, these things spelled tremendous value to the package design. The finished product was high quality with emphasis on Rachael's celebrity, premium ingredients and Rachael's Rescue. A winning combination.
With Nutrish's serious approach to nutrition, the most important thing we could do was convince people to try the product. As a result, the campaign rested on sampling.
At the center of this push was the website. Everything drove here. This is where people could not only learn about the product's nutritional value, but also fulfill sampling. They could even send samples to friends.
The push worked. In the first month of the campaign, we gave away 100,000 samples. Even better, 28% became customers.