A REAL TREAT "FOR THE BIRDS"!
What We Did
The Work
The challenge:
Create a name that was wholesome, tasty, caring, and down to earth. It also had to create permission forPurina to extend beyond Feed, into Treats and to appeal to individuals at retail as opposed to Purina’s typical wholesale buyer in Feeds.
The new name:
Purina Farm to Flock
Why it works:
This name helped people get the product and purpose right away. People instantly connected this name to “healthy, clean, organic, local and unprocessed” treats. The play on farm to table and straightforward tone also signaled this was a fresh, wholesome alternative to rest of the hen treat category which is often junked up, goofy, or just filler.
Owler Hook
We had many fun name contenders that variously focused on nutrition, caring bond, and experience. While all could have worked, Farm to Flock was the obvious fit as it did the most work for Purina Mills, i.e., reinforcing premium quality of the Purina masterbrand, elevating the treat proposition to a wholesome snack, and speaking directly to the concerns of the “small farmer”/flock owner.
