Customer Profile
North American leader of pet nutrition, producing, marketing, and distributing therapeutic pet foods available only through veterinarians, and branded pet foods sold through veterinarians and high-end pet specialty stores.

Business Situation
Erosion of flagship brand’s market share in pet specialty stores due to fierce competition from other leading national brands, and aggressive price reductions on private label products.

The Mandate
To stop the erosion and increase quarter-over-quarter sales by more than 10%.

The Solution
To simultaneously conduct an in-store promotion and a consumer sweepstake designed to retain existing buyers and attract new brand users. The promotion was driven only by attractive in-store POP material throughout the campaign.

The Results
• 12-week program
• +30% increase in sales over previous year