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Supreme’s Selective undergoes rebrand with Instagram famous pet

Supreme Petfood’s Selective brand has undergone a redesign aimed at communicating the product quality more clearly and enlisted an Instagram famous Chinchilla to raise brand awareness.

Chinchilla Marty is the star of the Chinchilla pack and will help to promote the range to his 16,800 followers.

The pared back design centres attention on the animal photography used on pack in a bid to help the product stand out and allow owners to choose their product quickly.

With the animals featuring heavily in the redesign Supreme has chosen to bring in some new pets on Rabbit Four+, Rabbit Junior, Guinea Pig and Rat packs too, with more engaging animals that shoppers can really relate to and that reflect current breed and colour preferences.

Selective Rabbit still features Binky – the bunny that won the company’s ‘Britain’s Cutest Bunny’ Facebook competition with tens of thousands of votes and was selected from a shortlist by veterinary specialist Anna Meredith and RWAF. Being a bunny that rabbit owners recognise, the brand hopes this will make it easy for owners to identify Selective’s flagship product.

Veterinary recommendation has been enhanced on the front of pack to mark the product as trusted and rabbit lifestage is also clearer, helping owners to select the most appropriate product quickly.

Claire Hamblion, Supreme’s marketing manager, said: “It’s really important when redesigning the packaging of a leading brand that you get it right and that it works for both shoppers and retailers. We believe we have done that here – the new packaging has a contemporary look and the clean design will appeal to the young adults who own small pets, while elements of the design remain familiar enough to make for an easy transition.

“The segment has suffered as a result of bright and busy packaging aimed at the value end of the market. It doesn’t reflect where we are now, with more premium products and a drive to buy what’s best for the pet, so the Selective range will really stand out as head and shoulders above the rest.”

Retailers can expect to see the new packaging filter through to the trade from March. The product formulations remain unchanged and Supreme will continue to support the trade with money-off coupons, samples and POS to help them switch customers on to the benefits of feeding Selective.

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