GO-TO-MARKET STRATEGY
Strategy & Implementation for the NATURplus Brand Launch
SERIOUS developed the go-to-market strategy and a cross-channel campaign to launch the NATURplus brand.
The implementation was based on an integrated approach comprising digital marketing, POS communication, social media, DOOH, and print.
With the claim “NATURALLY GOOD for animals and the environment!”, a clear positioning was created around sustainability and animal welfare.
Highlights of the campaign
Cross-channel strategy: The campaign used an effective mix of digital marketing, POS TV with digital signage, social media activations, POS radio spots, POS advertising, newsletters, advertisements, posters and digital out-of-home. This variety ensured maximum reach and a targeted approach.
Sustainable messages: The focus was on the connection between animal welfare and environmental protection. NATURplus relies on natural ingredients, short transport routes, and recyclable packaging, which was consistently emphasized in the communication.
Social media activation: Targeted social media flights and test weeks were used to effectively reach the target group and achieve a high level of interaction.
POS Marketing: Through digital signage and eye-catching POS advertising, the brand was made tangible directly at the point of sale.
Success factors
1. Strong positioning: The new claim “NATURALLY GOOD for animals and the environment!” concisely summarizes the brand promise.
2. Sustainability focus: The emphasis on environmental friendliness and resource conservation underscores the values of the NATURplus brand.
3. Creative implementation: SERIOUS has built an emotional connection with the target group through innovative ideas and a modern design.
This campaign impressively demonstrates how well thought-out marketing can successfully communicate sustainable values. NATURplus is not just a brand, but a statement for a better future for animals and the environment.
Brand launch with heart and attitude:
NATURALLY GOOD for animals and the environment!
As SERIOUS – Full Service Marketing Agency, we were able to use all our creative power for the successful market launch of the new sustainable pet food brand NATURplus.
From the development of the claim “NATURALLY GOOD for animals and the environment!” to the implementation of a cross-media campaign, we delivered everything from a single source – with resounding success!
Our mission: To make a brand visible and tangible that focuses on sustainability, quality and animal welfare with conviction.
The result: a high level of attention, strong brand loyalty – and lots of positive feedback from retailers and end customers.
