Puppy power was put on display when Fish4Dogs challenged its independent retailers to ‘get creative’ to promote its promotional puppy packs.
The premium pet food company tested the talents of retailers by asking them to produce a shop or window display featuring the packs.
The Puppy Essentials Starter Pack included money off vouchers for customers which could be redeemed from the store where they made their initial purchase.
A first, second and third prize were up for grabs – Love2Shop vouchers in £10 denominations, which could be shared amongst the winning retail teams.
Johnson Garden and Leisure, In Whitstable, Kent, scooped the £250 first prize with a rotunda display set around a wicker basket which was placed against existing Fish4Dogs shelf display to provide a spectacle with maximum impact.
Second place, winning £100 of vouchers, was Stan Rawlinson’s team at The Dog Store, in East Sheen, London. Its Victorian shop window was tastefully decorated with a stacked pyramid of boxes displayed alongside a promotional banner and poster.
Two third prizes of £50 each were won by Pets Korner in Stamford, Lincolnshire and the Pet Experience, of Weymouth, in Dorset, Pets Korner created a graduated window display featuring the puppy promotional boxes which fanned out to treats and complete food, while Pet Experience used floor stands to create brand blocked displays in two areas of its shop.
Images of the displays were sent in to Fish4Dogs by store owners and managers and were judged by Fish4Dogs CEO Graham Smith and Sales Director Sarah Fowler.
Carly Baker, Fish4Dogs Marketing Manager, said that she was overwhelmed by the response and the creative displays.
She said: “It was truly humbling to see the effort that our retailers had gone in to order to take part in our challenge, which from October, naturally began competing for space in the run-up to Christmas. We were delighted by the results. Everyone here had their favourites and there was a healthy competition between the regional sales representatives who were keen to support their shops.
“The relationship between Fish4Dogs and its independent retailers is a special one, they are the brand’s ‘fishionaries’ and understand and advise customers on the benefits of our food. They are very much part of our family and the puppy promotional boxes were in turn created to support them by encouraging customers to return to the shop where they made their initial purchase in order to redeem coupons for further discounts.”
The Puppy Essentials Starter Pack contained a bag of Fish4Dogs Finest Ocean White Fish small bite 1.5kg plus free samples and money-off vouchers worth up to £30.00 to the customer – a package which costed the usual price of a Finest bag of complete food on its own.
For more information on becoming a Fish4Dogs ‘Fishionary’ you can contact 01299 252352 or visit www.fishdogstrade.co.uk.
