How Farnam Reignited its Brand to Win Retailers and Consumers

Central Garden & Pet, a market leader in the pet and lawn and garden industries, embarked on a brand update to modernize and unite products under its leading equine brand Farnam. A successful rollout would enable Farnam to establish greater value as a partner for equine retailers by helping them build the basket across and within equine categories.

Due to the breadth of products Farnam offered, different SKUs would roll out new packaging to stores in waves over a two-year period. Farnam was faced with two challenges: educate and excite retailers about the rebranding and support retailers in a seamless consumer rollout.

We executed a three-phased approach to onboard retailers to the new brand:

• Inform: We notified retailers about the upcoming changes through a “sell sheet” style announcement that explained the brand relaunch rollout timeline and how it would benefit their bottom line.
• Excite: An educational flyer highlighted the striking and modern new Farnam packaging that helps shoppers find the products they need faster. It explained how research drove packaging changes in line with the preferred shopper experience, to create stronger brand recognition across all products and categories. We also brought retailers behind the scenes of a brand partnership with up-and-coming singer/songwriters The Castellows and provided point of purchase materials to extend the excitement in-store.
• Supply: As new packaging for select SKUs began to hit shelves, we provided at-shelf creative assets with the new branding to help retailers and consumers find the products they were looking for. Our retailer-facing site, the Equine Retailer Marketing Center, featured updated brand and product packaging resources, ensuring retailers had the latest materials to support a successful brand rollout.