KIBBLES ‘N BITS – DEL MONTE

HELPING PET FOOD BRAND REMAIN COMPETETIVE

CHALLENGE

Del Monte Kibbles ‘n Bits was an aging brand that continued to see its market percentage shrink with the proliferation of healthier dog food competitors. The teams’ goal was to reposition and refresh this legendary brand by altering the perception of KNB being junk food for your dog

SOLUTION

Del Monte’s internal validation team tested three positioning statements concurrently. The existing brand theme, an internally generated theme and our final lead strategy concept. The existing came in at 18 points, the internally generated positioning came in at 31 points and ours came in at 84%- the highest ever tested bases concept in their history.

RESULTS

In the eyes of Del Monte team this monumental effort revitalized the languishing brand and infused excitement into the brand managers and aging product line.