Nature's Variety Brand Restage
Nature’s Variety is an established leader in the raw pet food industry, manufacturing and distributing holistic products to keep pets healthy through diet. The company’s goal is to empower people to transform the lives of pets.
The Program
JDPR created a campaign to launch the new Nature’s Variety brand and clear up prior confusion about the company’s products and key messages. The campaign integrated a creative media mailer and a strategic presence at the Global Pet Expo trade show.

The media mailers ‘unveiled’ a new Nature’s Variety logo on heat-sensitive coffee mugs that changed color to reveal the image once filled with hot liquid. The mailers, which were sent to top pet media and the top 100 national newspapers and lifestyle magazines, also included a package of organic coffee labeled with Nature’s Variety customers testimonials to reiterate the key messages expressed in an enclosed letter from CEO Reed Howlett.

The campaign hosted a “Transform Your Store” contest at the trade show to draw attention to the new brand and messaging, with a grand prize of $10,000 to the winning independent pet store owner.
PR Objectives
  • To raise the Nature’s Variety brand profile with key audiences by establishing a clear brand identity.
  • To introduce the new Nature’s Variety logo and company philosophy of ‘transforming the lives of pets.’
  • To create brand familiarity for the new logo in anticipation of new packaging for all products on store shelves.
  • PR Results
  • Landed a feature story in every major pet trade publication coinciding with the Global Pet Expo trade show.
  • Drove unprecedented booth foot-traffic at Global Pet Expo.
  • Earned a 6:1 return on investment for the campaign in advertising equivalency.