Central Garden & Pet is a $2 billion company with 40 brands in the garden and pet categories. Our work has ranged from developing the digital strategy for the entire company to brand campaigns, Digital Shopper Marketing, and media planning.
Our relationship started when Central engaged IQ to develop an integrated digital strategy for all their brands that would take advantage of consumer synergies. Halfway through that work, Central also asked IQ to step in and develop a complete brand and marketing plan for their Pennington Wild Bird Seed brand. This work resulted in IQ creating a national advertising campaign consisting of TV, radio, outdoor, banner ads and social media. The campaign, built around the theme “Great Entertainment for your Yard,” features four animated birds in the tradition of Pixar style movies, wisecracking at a bird feeder and includes their rendition of “Aint we got fun”. Our key insight came after studying the market and realizing that in this low awareness category the mission is to simply remind people of the fun of feeding the birds. So our job was not to sell people on the Pennington brand vs. another but rather, to get them to think about buying bird seed in the first place. “Great entertainment for your yard” summed up our insight that the fun of watching the birds was the key. So what better shills could we have than the birds themselves, especially if we anthropomorphized them into some adorable, kid friendly characters that would appeal to our primarily female target. The campaign, which integrated pre-store, in-store and post-store digital shopper marketing was developed in concert with the big box stores. The results showed single stores sales doubling and tripling plus a considerable halo effect on other Pennington brands. IQ is currently working on Digital shopper marketing campaigns for three other Central brands. The growth in our relationship with Central is a testament to the trust and confidence that IQ clients develop after not only seeing the quality and creativity of our work, but also experiencing the reliability and professionalism of our teams. As someone recently said, all agencies have good A teams, at IQ they are all on the A team.Close
IQ’s campaign for Pennington Wild Bird seed also included these billboard spectaculars featuring the same characters from the TV commercial and on-line.
A multi-channel campaign developed for Pennington Wild Bird Seed built around the theme “Great Entertainment for your Yard” and featuring four animated birds in the tradition of Pixar style movies.
The online social campaign developed for Pennington Wild Bird Seed supports the “Great Entertainment for your Yard” theme and features the animated Pennington bird band.
Pennington Smart Feed is a yard control product designed to solve consumer issues discovered through product development research. The product is being introduced with large, free-standing displays in Walmart and other stores. IQ was tasked with creating a video that explained not only what the product does, but why it is unique.
IQ designed the complete Pennington Wild Bird Seed in-store experience for major retailers as well as print advertising including FSIs and, as part of the on-line campaign a 46 page backyard entertainment guide.
Two radio spots for the Pennington Bird Seed campaign helped extend the reach and frequency of the campaign.