CHICAGO: Nature's Variety, a pet food manufacturer based in Lincoln, NE, tapped Wheatley & Timmons to serve as its first AOR, expanding on its prior relationship.
Nature's Variety, which focuses on raw, grain-free, and organic diets, said its continued expansion into the premium pet food market prompted the decision to take an AOR.
"[Our relationship with Wheatley & Timmons began as] a confluence of events, a coincidental situation, just as we started to consider where we were with marketing and [PR], they got in touch with us," explained Sanford Goodman, CEO of Nature's Variety.
A rising demand for high-quality pet food, due in part to the massive pet food recall last year and a baby boomer empty nest syndrome, made strategic PR outreach necessary, he added.
PR strategy will focus on the company's unique rotation diet, which the brand name is based on, and its messaging that suggests feeding pets a variety of different foods.
One of Wheatley & Timmons' first projects was the development of a Pet Nutrition Counsel, comprised of various pet nutritionists and behaviorists, to provide consumers with advice and information on products.
With the launch of a new Web site that includes video, as well as other consumer-driven communications planned for the upcoming months, consumer outreach will factor into messaging prominently, Goodman said.
Robert Wheatley, agency CEO, added that efforts would "not be so much about the launch of new items, as putting a significant investment in communications of the brand... to drive awareness of what it is about and the launch of the new diet regiment that is built off of."