Premium-quality pet-food provider Blackwood Pet Food of Lisbon, OH, has updated its packaging with the help of Ideas that Kick (Kick). Blackwood challenged Kick to create packaging in the company’s dog food category that would help dog owners find the right food for the specific needs of their pet.
Says Kick account director Scott Behmer, “We leveraged insights into the primary pet caregiver in the home, the ‘dog Mom.’ She wants to be more informed about what she’s feeding her dog, so our designs place key nutritional information on the front of the bag in an easy-to-understand format. Now she can be smarter and feel better about her purchase decision. Plus, our ‘smart bag’ design is a key point of differentiation for the Blackwood brand.”
“Kick’s new packaging provides consumers with a great shopping experience, easy access to key product information, and a clear articulation of the superior quality of our all-natural recipes,” adds Doug Sapp, vice president of marketing for Blackwood. “Shoppers now have direct access to important information such as protein, fat and fiber content, the recipe, and the cooking process—all on the front of the bag for easy comparison shopping.”
