Retail Event
Worked with design team to create event signage, digital(ux/ui) and print collateral.
Royal Canin is a global pet food brand with a unique product offering that consumers have a high interest level in, but a low awareness of. In order to take ownership of the breed-specic pet nutrition segment of pet food, we developed an in-store strategy consisting of Breed Events at pet specialty retailers to demonstrate the benets of Royal Canin to pet parents. The pre-event tactics included in store POS, microsite, email and social media to drive awareness; and event tactics included POS materials, product demonstrations, educational materials, giveaways and a charitable tie-in to draw shoppers in. The events were a way to engage with the shopper at the point of decision while setting the brand apart from its competitors in a crowded retail environment.
The retail event also coincided with a microsite launch on Petsmart.com