From price-sensitive to choosing premium.
How do you credibly demand a higher price in a price-sensitive market? By proving the product is worth it. And, in this case, reminding shoppers that their feline friends are worth it – too.
Using a two-tier strategic approach, we focused on our premium positioning and portfolio navigation – with the added emotional pull of inviting shoppers to indulge their cats.
Dine’s superior quality and luxurious menus were communicated through executional excellence at every touchpoint, from large-scale in-store activations to targeted online executions.
The result? Shoppers were empowered to indulge their discerning cats – with confidence.
