Fifty2, The MPB Project: PetSmart – Simply Nourish

PetSmart - Simply Nourish front“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly series looks at each great Private Brand with insight, analysis and original photography. In early 2014, Fifty2 The MPB Project Logothese will be published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands.

I am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

Simply Nourish
Since its launch in the spring of 2011, Simply Nourish from Phoenix, Arizona-based specialty pet retailer PetSmart has not only set the standard for private brand pet food, but has raised the bar for premium natural pet foods across the board. Simply Nourish is a confident and modern brand that mimics no one and takes a firm stand on product specifications and quality.

  • Contains maximum levels of protein and minimum levels of carbohydrates
  • Nutrient dense and easy to digest
  • Contains no grains, soy or gluten
  • Formulation that is easily digestible and highly nutritious

As a natural pet food, Simply Nourish is formulated with wholesome, real ingredients found in nature from high-quality sources with the nutrients still intact and free of artificial colors, flavors and preservatives. In addition, Simply Nourish meets Association of American Feed Control Officials (AAFCO) standards for natural pet foods. “Pet nutrition can be confusing and choosing the right food for your pet can be overwhelming,” said Dr. Mark Finke, Ph.D. Nutritional Sciences and Nutrition Expert for PetSmart. “That’s why Simply Nourish believes in making pet nutrition simple and understandable by using carefully-sourced, wholesome ingredients that are recognized by our pet parents, like real deboned chicken and a super food blend of real fruits and vegetables.”

The brand name, wood cut iconography and color palette combine the familiar cues of natural and organic brands with contemporary type-based design. Together, they create a unique and ownable brand language designed to engage pet owners and create an ownable point of differentiation for PetSmart. The retailer has actively supported the brand since it’s launch with an impressive set of tools designed to build a branded experience. Associate training played a big role and included a digital video to outline the brand story, brochure, sales contests and monthly newsletters with coupons for associates. Other tools included in store marketing, a microsite, social media and an integrated campaign with the Grooming department which included a QR code driving shoppers to branded mobile touch points. The engaging “The Winning Ingredients” mobile video game was created to showcase the all-natural ingredients in every bag or can.

Simply Nourish natural foods are available for dogs and cats. Formulas for dogs include puppy, adult and limited ingredient options and are available in wet and dry options. Cat foods are available in wet or dry options in kitten, adult, limited ingredient and indoor cat formulas.

Brand: Simply Nourish
Brand Focus:
Natural Pet Foods
Retailer:
PetSmart
Headquarters:
Phoenix, Arizona
2013 Stores: 1,289

 

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.