Great Northern Corporation Twin Cities January Instore Excellence Submission Petsmart Adoptions Pallet

Project Overview 1,381 Fully Assembled Displays A mixture of lithography, flexography and rodcoating were used to provide a bright, attention-getting display with consistent color. Project was shipped to 6 D/C’s for shipment and filling at Petsmart Stores. “Authority”, “Simply Nourish” and“good natured”, are Petsmart Private Label brands. These three brands shared the same display. The purpose of the pallet was to draw attention to Petsmart Charities and the brand’s support of them.

Project Team Paul Schulte – Account Manager Kaci O’Connell – Account Coordinator Melissa Cook - Structural Designer Mike Holden – Project Manager

Insights Authority, Simply Nourish and “good natured” are all positioned towards different segments petfood market. Simply Nourish is a nutrition focused brand, Authority is a performance brand and “good natured” is an affordable brand that features wholesome nutrition. Petsmart has identified that “value-added” benefits of their food attract consumers. In conjunction with PetSmart charities, these brands donated 200 tons of food to pets in need. This display combined both dog and cat food. This required additional design work around the structure due to the size/weight differences between these products. Since the house brands lack brand equity, Petsmart used the large panels on the display to distinguish the focus of their brands by focusing on the support of the Petsmart Adoption Charity. Additionally, by leveraging the Petsmart Charities focus, they were able to draw consumer’s attention with the large “200 Tons of Pet Food Donated” messaging on the topper. And obviously…photos of puppies and kittens. The display will be in the store approximately 3 months.