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FMBX News
Posted: Oct 29, 2010
James Wellbeloved sends out Link Communication to pets
Specialist pet food brand James Wellbeloved is launching its first mass market sampling campaign, handing out 50,000 individual portion samples of its high quality dog and cat food range. One of the leading brands in the pet sector, James Wellbeloved is using specialist consumer sampling agency Link Communication to bring the brand to the attention of pet owners who currently do not use the pet trade for their supplies.
During the initial burst of activity in November, the sampling tour will drop into the busiest high streets and shopping centres across Bristol and Manchester, before rolling out to other major cities across the UK. The individual portion sized sample bags are being handed out alongside product information booklets which contain discount vouchers and list of local area stockists, tailored to each city the sampling tour visits. Link Communication has identified and trained up teams of pet lovers from its promotional staffing database to enthusiastically communicate the unique benefits of the James Wellbeloved brand.
Peter Lancaster, James Wellbeloved marketing director, comments:
“Because we only supply our foods to retailers who have the expertise to provide pet owners with real information and advice, the specialist pet trade is our natural home. We have continually conveyed our message via channels which appeal to the committed pet owner – Crufts, the pet press and so on, which has helped establish us as one of the leading brands. Our next step is to work with Link Communication to reach out to a much broader public. We are using Link Communication’s consumer sampling experience for mass market audience reach to educate the general public on the difference in quality of the ingredients that goes into our brand, to those normally stocked in the major grocery multiples”.
