How does a premium pet food brand validate its value proposition before going DTC?

NUTRO™ ULTRA needed a direct-to-consumer strategy that would carry forward its “fresh food” positioning and prove its value against hot new startups that promised the same.

Defining and Testing Fresh Food Formats

We needed to understand what “fresh” dog food means to consumers. From there, we’d narrow in on the type of food customers want (the what) and the feeding plan (the how).

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In order to understand what drives purchase intent, we conducted qualitative and quantitative testing. To understand whether NUTRO™ ULTRA could claim “fresh food” as a value proposition without a refrigerated food format. Our team tested five value propositions that included variables such as refrigeration, variety, superfood boosts, seasonal recipes, and local ingredients.

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Carrying Forward the Findings

The qualitative in-depth consumer interviews revealed insights that were used to fine tune the concepts heading into quantitative testing which consisted of Facebook ads, landing pages, and surveys.

Results

This gave NUTRO™ ULTRA a clear path forward for a DTC strategy rooted in that fresh food promise. Our team recommended both a near term and long term strategy that took full advantage of their entire range of products.

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