Making bird feed good

The Challenge

Bucktons is a brand with an impressive 200-year-old back story which has made it a perennial favourite with bird and pet owners across the UK. We were asked to leverage their champion heritage in producing expertly sourced, scientifically formulated and perfectly blended foods to soar into new markets and start a new relationship with pet-loving audiences.

The Insight

Bucktons produce nutritionally superior foods not just because quality is their primary focus, but because they actually love the process. We believed we could ruffle the feathers of the competition by communicating this fact to Britain’s pet loving population, moving from a product formulation focus to a new, transformative brand proposition. To achieve this we needed to appeal to pet owners on a rational level, but also on an emotional one. For the customer, it’s all about conveying that Bucktons is a caring, nurturing, scientifically advanced premium quality brand. A brand that can provide the nutrition their birds will enjoy, while making them feel good, too.

The Solution

We opened out the Bucktons story to a whole new audience by establishing a new brand territory;

‘Feed Good' which underpinned all marketing comms and connected with our key audiences on an emotional level. We communicated Bucktons’ commitment to keeping pets at their healthy best across a whole range of collateral - including in-store POS, innovative sales tools and an internal brand book - growing brand share and doing pets the world of good in the process.

Making More Possible

  • The new branding has now been requested for roll out across further Buckons ranges

  • Campaign material at trade shows increased sales by up to 28%

  • 10000’s of happy well fed birds

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