Mars Petcare

Mars Petcare was called Uncle Bens of Australia when I worked with them. For a seven year period we were their partner for all trade strategy, product launches, the design of things like retail trade presenters, merchandising, events and trade advertising. We worked on the Pal, Chum and Whiskas brands and also on the annual trade marketing plans and supported retail promotions.

Pet care is one of the most fiercely contested categories in Australian retail. Supermarket pet aisles demand sophisticated trade marketing: you have to convince retail category managers to grant prime floor displays, shelf facings, and promotional catalog features months before the consumer campaign ever airs. We engineered compelling trade presenters and commercial storyboards that translated consumer research into actionable retail revenue arguments.

Alongside trade marketing, we designed high-impact point-of-sale displays, exhibition spaces, and retail promotions that brought the energy and personality of each pet brand to life. That multi-year collaboration taught us the discipline of working within world-class FMCG brand guidelines while executing with speed and agility.