James Wellbeloved
Positioning & Innovation
When a raft of natural challenger brands came snapping at James Wellbeloved’s heels, our job at Haines McGregor was to help defend its No.1 position in the market. Through the development of a new positioning and innovation pipeline, dialling up the brand’s heritage and care, we were able to strengthen the emotive connection for existing consumers whilst appealing to a new millennial mindset… the fastest growing demographic in dog ownership.
The positioning achieved one of the highest results in quantitative research for Mars Petcare. We also created several winning innovation concepts, including Superfoods which was recently awarded Pets at Home ‘Best Marketing Campaign of the Year’. Helping to convert customers both instore and online.
Tasks & role: Designer.
"I have been working with Haines McGregor on one of our biggest and most strategic innovations and I couldn't have asked for a better partner. I was extremely impressed with the high level of expertise of the team, made of seasoned professionals, their strong and swift understanding of the exact needs of their clients and their extreme agility being able to deliver complex innovations and insights in record timings. I highly recommend Haines McGregor to anyone looking to take their marketing and innovation projects to the next level."
Alicia Jitaru
Innovation Marketing Director. Europe Natural Business Unit, Mars