results

southern states

situation

Southern States had four existing private label pet food brands that were losing money. They turned to Barber Martin to help turn the situation around.

insight

Primary research showed us that over 30% of Southern States’ existing loyal customers did not even know that Southern States sold dog and cat food. Plus, over 60% of those who did know they sold pet food, did not know that Southern States manufactured the food. Poor packaging compounded this unawareness.

solution

Lose the four private label brands and sell everything under one Southern States brand to enhance credibility with an already strong brand name. Make the food lifestage-oriented. Redesign all food packaging to have a clean, modern look. Send out postcards to existing customers, create trade show materials and POS banners, danglers and posters for in-store awareness.

results

The new dog and cat food blends were so popular that the Southern States warehouse went from a 27-week supply to a 5-week supply within four days of product introduction.