Case Study
Royal Canin
Petfood Manufacturers
Press ads
Veterinary sales presenters
Veterinary information sheets
Product promotions
Product guides
Client point of sale
Client leaflets
Exhibition stands
Management of change.
Royal Canin are passionately driven to do all they can to improve the health of cats and dogs by making every endeavour to promote their quality of life.
With this in mind, Royal Canin have combined the expertise of their existing ranges to offer a complete nutritional programme for all dogs.
From March 1st 2009, they replaced their Vet Size Nutrition, Vet Early Care and the existing Neutered Dog ranges with the new veterinary exclusive range Vet Care Nutrition, a unique nutritional range addressing the specific health requirements of each dog, neutered and un-neutered, according to their age and size.
Working from a comprehensive brief and clear strategy from Marketsquare Creative Communications, a specific look and 'scientific' feel was developed, predominantly targeted towards both veterinary practices and the end client. FSG continues to work with Marketsquare to help brand and develop this range to gain the best possible solution to meet the end client's nutritional needs.
Campaign message for the new Vet Care Nutrition range.
Transfer Guidelines detailing the transition from existing products to the new range.
Vet Care Nutrition press campaign across all major veterinary publications in various formats. The launch ad detailed the whole range with all of the Royal Canin Vet Care Nutrition iconic dogs, followed by the second phase ads focusing on particular dogs and their individual needs to emphasise the flexibility of the range.
Sales presenters to assist Royal Canin Veterinary Business Managers explaining the technical product details to vet practices and wholesalers, and answering any questions relating to the new product range.
Client point of sale literature including on-pack stickers to help clients to see exactly which products were changing, fold-out cards and postcards for clients to inform them of the change and provide transition information relevant to their pet, and posters and wobblers for vet practices to further enhance the message.
Client leaflets providing technical product information and feeding guides to help the pet owners with the transition to the new range.
