Mackle Petfoods is one of Ireland’s leading pet food manufacturers, producing brands such as Brandy, Kat Club and Jessie for the all-Ireland market for over 35 years. The company acquired the Master McGrath brand and embarked on an extensive R&D/brand development programme resulting in the launch of McGrath in September 2007.
Morrow Communications was appointed to launch McGrath across Ireland and toraise awareness of Mackle - profiling the company as a major player within the all-Ireland petfood market.
Due to its low corporate profile we delivered a corporate awareness raising exercise, focusing on Mackle, its people, its investments and its future plans. We then launched the brand on a platform using research based on petfood trends and in particular the ‘humanisation factor’.
Research showed that the Irish are following the US trend for feeding healthier, nutritionally balanced meals which look home-prepared. This also supported McGrath’s ‘love your dog’ branding by appealing to the fact that pet owners are now more responsible and want the very best for their dog. Thinking creatively about the dog food, and identifying unique news hooks which were based on issues of widespread interest, Morrow’s ‘dogged’ approach added real value to the launch – in terms of contacting the media, honing in on those journalist who had a genuine interest in dogs, and personally visiting them to deliver product packs.
Extensive and engaging coverage delivered above sales targets and improved listings among the key retailers. We also picked up a gold award for our campaign in the 2008/09 CIPR Pride Awards for best consumer campaign.
2008/2009 CIPR Gold Award Winner
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