Central Garden & Pet

Strategic Planning / Brand Awareness / Partnership Activation / Retail

Challenge:

Central was looking for a way to differentiate its products from its competition, improve its relationships with key retailers and drive sales.

Solution:

Develop partnerships with sports properties that had high visibility (i.e. NFL, MLB, NCAA, etc.) to the target audience, allowed branding opportunities and dynamic retail tie-ins for Central’s key brands such as Nylabone, AvoDerm, and Kaytee.

Results:

  • Secured end cap space at 2000+ retail locations with Key accounts for Family Fantasy Day Sweepstakes and Dog Day at the Park events
  • Generated over 150,000 new entries to Central’s direct marketing database
  • Generated over $1 million dollars in incremental revenue through end-cap sales
  • Strengthened relationships with key retail partners like Petco
  • Developed content for social media including viral videos, Facebook promotions and Twitter campaigns
  • Generated major buzz and positive PR through establishment of new Guinness World Record
  • Raised significant funding and awareness for animal welfare organizations

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