Hey Diddle Diddle pet food produced for Tesco stores
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Hey Diddle Diddle, a range of premium cat and dog food, has been launched in Tesco stores.
The range follows extensive research into changing consumer demands for pet nutrition and was developed by C & D Foods in Ireland. It’s aimed at addressing a gap in the market for a high quality, naturally hypoallergenic product that provides clear dietary advice.
Design agency Equator was tasked by Salma Khan, category development director at C & D Foods, to design the packaging for a premium pet food brand that would see a move away from traditional, formulaic pet food design formats towards a more personable and individual treatment.
Prior to launch, C & D Foods conducted extensive quantitative and qualitative research and trialled the products with focus groups across the country. The team also conducted a major piece of work with the IGD in June last year to fully understand what customers are looking for and to evaluate market data.
The market showed growth within the premium product market, leveraging the trend around the changing role of pets and how they are viewed within the family unit.
Research suggested that consumers see their animal as another family member and treat them as such; putting their welfare at a premium.
Furthermore, not only are pet owners looking to provide a healthy, nutritious diet; they are also seeking an emotional engagement and further reassurance that they are buying the very best.
Armed with this insight, Equator also undertook their own research and audited general food trends across the retail sector. This allowed the team to develop a strategy which would underpin the brand proposition, bringing to life the relationship between owner and animal.
To leverage this sentiment the team explored the various ways people nurture and show affection, especially as parents.
The creative response was a foray into nursery rhymes and bedtime stories, which resonated with the client and team owing to their simple narratives and charming familiarity.
“Hey Diddle Diddle evolved as the obvious choice not only because the main characters are a cat and a dog, but because the nursery rhyme is well known amongst families cross generationally,” said a spokesperson for Equator.
“The adopted style was both playful and charming without being twee. Consideration was given to differentiating the variants for each animal using a contrasting colour palette, however, a final decision was made to unite the brand with a natural craft paper brown style, capitalising on the trend around humanised pet food and ‘home-cooked’ style recipes.
“Our in-house illustration team and character artists explored various styles that were tested with the target market, to ensure the correct tone of voice was emulated. The chosen style seemed best to capture the naive individuality and simplicity of ingredients that are core to the heart of the brand.
“Tesco have been very supportive of the brand development process and we have taken inspiration from their input. Early reports have indicated the brand has been well received and demand is growing.”
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