what they were up against.
A division of Cargill, Nutrena offers nutritional products for hobby farm owners and animal enthusiasts. The products are sold through agricultural retailers and managed at the local level, which had created significant brand differences across the country. Strong competition from Purina and other regional mills reinforced the need to develop a more succinct and differentiated brand position.
what we did to help.
We developed a new master brand strategy and revamped Nutrena’s brand architecture to drive stronger and more consistent affinity with retailers and consumers. A new brand position led to the development of new advertising, packaging and point-of-sale materials as well as digital properties. Yamamoto led the internal rollout, ensuring early buy-in and engagement from the field. External launches followed with a phased approach of retail communications, print, video content, digital and social media, and partner promotions.
Video
What happened next.
Yamamoto is leading the brand training for internal staff and overseeing implementation throughout the business. Results on digital campaigns show a 17% increase in page views, a 537% increase in blog traffic, a 115% increase in dealer locator traffic and a 54% increase in requests for specialized information, with substantial improvement in cost efficiencies across all metrics.