In this webinar, learn how to build out a successful pet food brand campaign to increase market share in the competitive pet food landscape. You will have a better understanding of how to differentiate from the competition through your brand's story, build out a customer journey and identify measures of success. Billy Frey, director of the cat portfolio and shopper marketing at Champion Pet Foods, along with Samantha Scantlebury, Brand Strategy Director of Signal Theory, will be sharing insights that you can implement today.
WHAT YOU’LL LEARN:
- How can branding successes in consumer packaged goods translate to pet food.
- How to create a brand story that has the ability to resonate with different audiences.
- How to create a journey map of your key targets to better communicate to their roles.
- How to measure your branding efforts' success.
This webinar is sponsored by ProAmpac and presented by Petfood Industry and WATT Global Media.
Speakers Info:
Billy Frey, director of the cat portfolio and shopper marketing at Champion Petfoods, provides the fundamentals of taking a new pet food product to market, including development and usage of segmentation and market structure. He shares tips on building useful tools such as an interaction index, a robust media plan and message testing. Frey is the director of the cat portfolio and shopper marketing at Champion Petfoods, makers of Orijen and Acana brands. In his current role, he directs all marketing activities for the cat portfolio, including setting the strategic direction, near- and long-term innovation, go-to-market strategy and all aspects of the marketing mix. As director of shopper marketing, Frey leads a team focused on driving brand awareness and sales at point of purchase through integrated marketing plans with key retailers. Previously, he was the chief marketing officer at Rural Media Group, parent company to RFD-TV, the Cowboy Channel and Rural Radio on SiriusXM, where he led the company’s rebranding efforts to drive viewership, advertiser sales and distribution. Prior to that, Frey worked in various roles at Alltech, a global leader in animal health.
Samantha Scantlebury is the Brand Strategy Director at Signal Theory. Sam is a passionate communicator, strategist and brand-builder with deep experience and a proven track record in building brand awareness and sales revenue across a variety of animal health, agriculture, tech, consumer and industrial brands, including Elanco, Merck, IntelliFarms, Borden Cheese and Black & Decker. She is accomplished in discovering strategic leverage points and implementing them across all marketing touch points, from advertising and direct mail to sales collateral and event activation.