International advertising agency

 

Nestlé - Pet foods
Ground-breaking research provided vital creative insights

Situation

• No coherent typology of pet owners and/or their pet food buying rationale was available to underpin this foods group's extensive pet promotional activity.

Response

• In the role of senior planner VA was commissioned to rectify this omission.
• A pan-European market research study was duly run to investigate pet ownership across eleven European countries - from Eire to Turkey and Russia to Spain.

Results

• Pet owner profiles that revealed significantly different psychological profiles for cat and dog owners were identified.
• Dog owner motivational drivers were recognised and optimum messages indicated.

Value Added

This ground-breaking research not only extended understanding, but provided valuable creative insights to inform subsequent promotional campaigns.