We added new lines to a successful brand

Pure & Simple, making good dog food less complicated.

With grain free diets in demand and pet food manufacturers, in a hurry to get to market, confusing consumers with technical jargon and complicated messaging.

Lovejoys® recognised an opportunity in the market, launching a grain free wet food. We advised a straightforward and consumer-friendly approach, naming the new sub-brand Pure & Simple to convey honesty and trust.

Market research proved that many owners prefer to feed their dogs on the type of food they eat themselves. It’s called the humanisation of dogs and it’s a growing trend. With this in mind we took a radical step with the packaging design to make it look more like a ready meal for humans and something you might expect to see on the supermarket ready meal shelf!

The wet food trays were launched to great acclaim and with impressive orders to match. And if that wasn’t enough proof the values of the Pure & Simple brand stacked up with the consumer, to the client’s surprise there were also immediate demands for a dry food equivalent.

The dry food range was efficiently put into production and launched to market at the Interzoo show in Nuremberg. The response was overwhelmingly positive and the complete Pure & Simple range has been on sale, with sales steadily increasing, since September 2014.