Bell Rock Growers, the pioneers in green nutrition for pets, had a brand strategy dilemma.
While the company name holds a special place in the hearts of the owners, the bell-shaped rock on their family land had minimal branding value with customers and retailers. Company founders needed to make bold moves to establish themselves as experts and brand leaders in a newly competitive environment. New global brand strategy launched the company as a leader in the emerging nutrient-based pet treats category.
Parallel Interactive developed an integrated marketing strategy to reposition, rename and restructure the entire Bell Rock Growers product line. In less than one year, the new Pet Greens brand was introduced creating a new product category for green nutrition with the ultra competitive premium, natural food segment for cats, dogs, birds and reptiles.
The successful launch of Pet Greens brand increased year over year sales by 72% within the first 12 months. Pet Greens products are now available in PetSmart, Petco and independent retailers across North America and Europe.
Learn more about the Power of Green Nutrition in their comprehensive eBook – launched as a thought leadership campaign, positioning company founders as experts in green nutrition for pets.