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Champion Petfoods
Redefining the future of premium pet nutrition
Distinguishing brands in an increasingly competitive landscape
The Challenge
Champion Petfoods needed to unlock distinct growth paths for Acana and Orijen, two premium brands competing in an increasingly crowded pet food market.
Acana risked being outshouted by mainstream competitors like Blue Wilderness, while Orijen’s super-premium pricing faced resistance from consumers who couldn’t see what justified the difference.
What We Did
Brand Positioning
Portfolio Strategy
Communication Strategy
Positioning, Insight & Concept Training
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The Success
By grounding strategy in deep consumer insight, we defined complementary brand roles that fueled growth and ultimately paved the way for Champion’s acquisition by Mars Petcare in 2023.
Segmentation revealed divergent motivations across premium pet owners. For Acana, we tapped into an obsession with ingredients, reframing quality as a commitment across the entire recipe, not just the first ingredient, where rivals focused. For Orijen, we shifted the narrative from “ancestral diet” to meeting the real nutritional needs of today’s domesticated pets, carving out a modern, science-driven super-premium positioning.
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