Based in Lancashire, T. Forrest & Sons is a family-owned manufacturer of quality dog treats, with a rich history that stretches all the way back to 1937. The staff at T. Forrest & Sons were looking for a full-service creative agency to partner with, to handle all aspects of their online and offline marketing. They ultimately approached Twentyone, a local digital agency in Blackburn, having been impressed by its all-under-one-roof service offering, and the fact that the team came highly recommended.
“We start all our projects with an in-depth business and marketing consultation with the client.” says Sam Fletcher, Twentyone’s Marketing Director. “During this, we take the time to understand the client’s business, look at their overall objectives and goals, and develop a practical range of solutions on how we’re going to achieve them.”
Through these early, broad-ranging conversations, Twentyone identified a key opportunity for the dog treat manufacturer to expand into new markets by launching its own range of dog treats under the T. Forrest & Sons brand.
“Our market research was quite revealing,” Sam remarks. “We found that customers overwhelmingly preferred to buy their dog treats in pre-packaged, re-sealable packets, and retailers both large and small were now catering to this demand. At that time, T. Forrest & Sons only offered its treats in bulk boxes for wholesale distribution, and as a result they were missing out on this significant market share.”
Twentyone’s solution of an own-brand range of dog treats was separated into three distinct tiers: ‘good, better and best’. This approach would enable T. Forrest & Sons not only to enter new markets, but also help to connect the brand directly with the consumer. Twentyone agency’s in-house experts designed the new brand and packaging from the ground up; their creatives conceived the packaging designs from scratch, and after a successful naming exercise, these tiers of ‘good, better and best’ evolved to become Woof and Chew, Our Dog, and Kanox.
During their market research, Twentyone’s team also found that dog owners mainly valued quality when it came to treats for their beloved pets, and this meant that natural and nutritious ingredients were both high up on their list of priorities. These qualities are already intrinsic to the T. Forrest & Sons ethos, so Sam and the team knew that they had to communicate these key values in the new brand and packaging.
“When we started the brief, the history and provenance of T. Forrest & Sons really stood out to me.” says Sam. “All their ingredients are British, and they trace these from farm to bowl, which is not something all their competitors can say.”
To support the new brand and packaging, Twentyone also designed and launched a new feature-rich responsive website, complete with high definition video.
T Forrest & Sons continues to benefit from Sam’s expert advice and insight, and with the initial project now in its final stages, Twentyone is focusing on supporting the dog treat manufacturer in getting its new own-brand ranges onto retailers’ shelves.
With a team of seven based at Trident Way, Twentyone provides web design, web development, SEO, Google AdWords, conversion rate optimisation, digital consultancy, social media marketing and email marketing. Established in 2003, the agency’s client experience includes Recycling Lives, Burnley FC, Nelson & Colne College and Savoy Timber.
By Michael Cain | News | 16th Oct, 2017