Client: PETLEY’s Premium Cat and Dog Food

Sector: FMCG, Pet Food

Role: CEO and CMO (double hatted)



Brand voltage from 40% to above 90% on consideration.


Increased brand awareness and trial to over 80%.


Market share, sales and profitability increased from decline to growth at double digits.


Leader in wet dog food market share.


The first brand in SA to launch this into wet pet food and into retail modern trade channel.


Vet endorsed with superior claims Meat first; GMO free; Low Gi;  No artificial colours  or  flavours.


Job at hand:

Repositioned brand from generic mainstream cat and dog food with a leading meat first proposition to drive the insight of cat and dog natural diets  in the wild, taking advantage of the paleo trend in human food which high end pet owners apply to their animals

Digital Campaign to support Feed a Pet giving back initiative and Meat First Campaign aligning with Chef Pet Owners.