What if you had a highly respected pet product line with the right products – but you felt overlooked when it came to the competition? That’s the situation Bravo Pet Foods was in when they invited Matrix Partners to reinvigorate their beloved brand. Bravo was widely known as a leader in raw food and treats, but they were starting to feel behind in this dynamic, rapidly growing category.
For starters, our über-talented design team created an evolutionary new logo for Bravo. They also crafted a new slogan – make good happen!®– that summed up the company’s commitment to rescue shelters and the local community while promising to offer only the finest pet dinners and treats. Then rolling up their sleeves, they redesigned 125+ Bravo packages, remodeled the Bravo trade show booth, created new corporate materials and developed a 130+ page mobile-friendly, search-engine-optimized website. “It’s important to focus first on updating the highest visibility elements that portray the face of the brand,“ explained Kristy Boulos, Matrix Partners VP – Account Supervisor.
Going Beyond the Freezer Door!
While our creative team was busy redesigning the retail and online face of the new, improved pet brand, Matrix management was hands-on involved in developing, naming, packaging and launching Bravo’s first line of raw, natural, freeze-dried dinners – Homestyle Complete™ for dogs. Traditionally, raw pet food was only available in the freezer section. “Now pet parents can find a product that offers all the quality of Bravo frozen dinners right on the retail shelf,” commented Don Tomala, Matrix Partners Managing Partner. And while there have been other freeze dried diets in the marketplace, Homestyle Complete takes freeze dried dinners to a whole new level! These dinners have nutrition and taste that you can actually see, making it an unforgettable experience for owners to feed it to their pets.
Matrix team members also created new advertising materials, sales materials for retailers and distributors, developed new free-standing store displays, and designed new brochures for pet parents.
By now, you’d assume that we looked down on all the brand-building components we had created for Bravo and saw that they were good. But to make good happen!® for Bravo, we also had to tell the world about their fresh new face in a powerful way.
Spreading the Good Word!
Weeks before Bravo’s fresh new face was unveiled at Global Pet Expo 2014, our Public Relations and Social Media pros leaped into action. They created a year-round digital/content marketing program reaching pet parents and retailers from coast to coast, including a comprehensive public relations campaign as well as non-stop social media updates and mini-promotions via Facebook, Twitter and Pinterest.
To further engage potential customers, the Matrix team established an ongoing SEO (search engine optimization) program to improve the brand’s website so that it would rank higher in organic search results and offer users a better user experience. Attesting to the brand-building power of well-executed social media and PR, there are now thousands of new followers on Bravo’s social media pages and the “new face” campaign has reached millions of caring pet parents nationwide.
18 months after Matrix Partners was invited to freshen up the Bravo Pet Foods brand, what’s the result of this collective labor of love? New Bravo customers. But that’s definitely not the final chapter in this partnership. We’re busy making good branding happen for Bravo again in 2015, with a host of new ideas and programs!