Royal canin shopper marketing testing
Royal Canin was looking for a toolkit to help them understand the most effective communication and visuals in an in-store environment.
They wanted to better understand what product information, claims and language would best help shoppers understand the unique, superior formulas that are used in their premium food.
I helped lead a team of designers, copywriters and strategists to help create four distinct territories within the Royal Canin visual style guide for qualitative and quantitative testing. The layouts were also run through eye tracking to create optimal layouts both visually and through copy.
Health & Benefit claims are the number one reason respondents chose their current pet food.
72% of respondents said that it’s very/extremely important that their pet’s diet is based on science.
Test concept one
How can we bring the story of real science and real nutrition to life in the pet food aisle?
18% said that health & benefit claims would catch their attention in the pet food aisle.
15% would change pet food if their pet is currently dealing with a health problem.
Test concept two
How can we show pet owners the Royal Canin difference they’ll see in their pets?
18% said that they’re more active together / aware of their daily habits due to being home with them because of the pandemic.
15% notice their pets health needs more than before.
test concept three
Experienced pet owners are experts in their own right.
How can we partner with their knowledge to further educate on the benefits of RC?
Veterinarians are seen as the most likely source for respondents to accept a pet food recommendation.
Respondents would change pet food if their pet is currently dealing with a health problem (15%) and if it’s been recommended by the vet (13%).
