Retail Refresh
Brand Strategist
Blue Buffalo: Brand to Store
THE CHALLENGE:
Choose a brand that you'd find in a grocery store and create a retail space for the brand based on their values.
THE SITUATION:
Dogs need companionship, exercise and socialization every day. However, with the increase in busy, on-the-go lifestyles, owners are finding it increasingly difficult to make time for socializing themselves, let alone their dogs.
THE STRATEGY:
Create a space where both owners and their dogs can socialize and enjoy each other’s company.
We didn’t want people to have to choose between their best friend or their dog—We wanted them to be able to choose both.
THE BLUE BUFFALO PUB & PLAY
THE IDEA:
THE BUSINESS MODEL:
THE PUB:
A place where both you and your dog can enjoy a beverage (yes, dog beer is a thing).
THE INDOOR DOG PARK:
An area for dogs to get some activity—especially when the weather outside isn’t the best!
THE EVENT SPACE:
A space to host events and rent for dog birthday parties (e.g. doga—dog yoga, adopt-a-dog days, and dog training).
The Blue Buffalo Pub serves a range of alcoholic and non-alcoholic drinks, as well as single servings of food and treats for dogs. Each store will partner with local breweries to feature craft beer on tap and there will be a local food truck outside the Pub & Play daily.
Visitors can purchase Blue Buffalo products at the Pub & Play with the help of dog food nutritionists. These nutritionists advise owners on the food and treats that are best suited for their dog. Dogs can taste test the food to ensure that they enjoy it before purchase.
THE MARKETING PLAN:
Target: Highly engaged dog owners and dog lovers
MEMBERSHIP PROGRAM
PRODUCT PACKAGING
SOCIAL MEDIA CAMPAIGNS
BLUE PACK MEMBERSHIP
Membership Includes:
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An initial dog assessment (vaccination check/waiver process);
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Dog profile (kept on file containing dietary needs, medial info, professional photo of dog);
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Unlimited use of the washing and grooming station located in the dog park area;
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Exclusive access to special member only events and reduced ticket price for regular events.
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Cost: $9.99/month, $90/year.
Not sure if you want to become a member? Try out the Blue Buffalo Pub & Play for a $5.00 drop-in fee.
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'Blue Pack Member' branded dog tag and collar containing RFID scanning technology (acts as a 'key card' to access the facility, while providing visibility/spreading awareness outside of the Blue Buffalo Pub & Play);
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free Blue Buffalo treat for dog;
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1 free beer for owner.
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"Welcome to the Pack" Package:
PRODUCT PACKAGING
Prior to launching, and throughout the Blue Buffalo Pub & Play's first year of operation, Blue Buffalo dog food and treats will be branded with the 'Blue Buffalo Pub & Play' logo.
This will spread awareness and create hype when customers view the product on shelves at local retailers.
Once launched, a campaign will be hosted for the Blue Buffalo Pub & Play that encourages dog owners to share pictures of their member dogs for a chance to be selected as the 'Blue Pack Dog of the Year.' The winning dog will be featured on Blue Buffalo packaging.
SOCIAL MEDIA CAMPAIGNS
Social media platforms, such as Facebook and Instagram, will be used to share relatable and personalized content.
The Blue Buffalo Pub & Play is designed to be very Instagrammable. There is a dog photo-booth and dress-up station located in the store. Customers are encouraged to take photos with their dogs and share them on social media.
Store events, new craft beers on tap, new dog food products, and contests/giveaways will be promoted on social platforms.
THE LAUNCH:
The Blue Buffalo Pub & Play will be launched primarily in major cities across the United States in vibrant urban commercial districts.
Locations will be selected based on a range of criteria such as: dog-friendliness, the number of dogs/dog owners in the area, city walkability, and quality of life.
Seven of the ten most dog-friendly cities are located in the western United States. Three of the ten most dog-friendly cities are located in California.
The Blue Buffalo Pub & Play will be initially launched in California in dog-friendly cities such as San Fransisco and San Diego.
WHY IT WORKS:
The Blue Buffalo Pub & Play drives home Blue Buffalo's mission of creating quality lives for pets, and it further expands on their mission of treating pets like family.
Owners will be able to participate in family activities without having to leave their dogs at home.
Blue Buffalo Pub & Play fully immerses consumers in the brand's culture. The store experience will attract dog owners and lovers and result in an increase in brand awareness.
THE TEAM:
Chris Bates - Creative Brand Management
Zavi Harman - Strategy
Alana Loveys - Creative Brand Management
Joe Reilly - Creative Brand Management