MEETING AN UNMET NEED.
Kent Nutrition Group had been supplying feed dealers with a mishmash of value-priced products, some that were branded, others that were not. The result was a confusing and uninspiring offering that wasn’t providing dealers with the sales they were seeking. So we took 20 existing but disparate value products and brought them together into a single branded line exclusively for their channel partners.
We realized dealers didn’t need more products. What they really needed was for the existing products to be more compelling for their customers.
BRINGING THE BRAND TO LIFE.
Using insights from researching rural animal feed dealers and their customers, we developed a brand position, value proposition and messaging for the new brand. We named it Field & Farm after the bucolic outdoor lifestyle these consumers live and love. The logo, design palette and packaging are highly inviting and approachable, mirroring the feeling of friendliness felt between rural neighbors.
At every step, we carefully ensured the new brand wasn’t competing against or cannibalizing Home Fresh, Kent Nutrition Group’s premium feed brand.
LEAVING NOTHING TO CHANCE.
At key steps along the way, we tested the name, design and other elements with both feed dealers and rural consumers to ensure the brand would be relevant, relatable and, ultimately, successful. We took such a comprehensive approach to launching this new channel-exclusive brand because the opportunity was immense with inflationary pressures pushing people toward lower-priced products. And it worked. In just the first two months of the brand’s launch, year-over-year sales were already significantly up.
