Bosley’s Pet Food Plus‘ aggressive expansion is behind a massive rebranding of the Richmond, B.C. based pet food retailer, which includes a brand awareness campaign, customer retention programs and targeted media buys.
Bosley’s, a store that targets “pet parents,” was purchased by Pet Valu in June 2010 and has grown from 23 stores in Metro Vancouver and Vancouver Island to 43 stores spread out all over British Columbia.
The company’s new tagline – “Caring for your pet—body, mind and spirit” – is accompanied by a new green and brown logo that, according Chanelle Dupre, director of marketing and communications, reflects the store’s natural and eco-friendly brand positioning.
“Our positioning is a lot different from the big box [stores],” said Dupre. “Our target consumers are pet parents who are very knowledgeable about pet health and the wellness of their pets.”
Dupre said Bosley’s differentiates itself from other pet stores by a focus on premium natural products that are not available in grocery stores, a holistic philosophy to pet care and a large assortment of fashion accessories including Halloween costumes, Santa outfits, rain jackets and ‘bling’ for leashes and collars.
Bosley’s also runs various courses such as dog grooming, pet nutrition sessions, product sampling and socialization courses (for the pets, presumably).
Much of the marketing support is around new store openings and includes weekend-long grand opening celebrations, dog obedience classes, pet first aid, and couponing that drive store trial.
The new branding campaign appears on Global TV, local radio and in community newspapers, as well as on Facebook and Twitter
The company does all its creative in-house. The Siren Group is the company’s public relations agency of record, and TMA is the media agency.
