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Packaging Pitch 7th March 2012

A Presentation to Rachael Dickinson of Cranswick Pet Products by Template Marketing & Design Ltd

0845 300 8091 www.template.co.uk ŠTemplate Marketing & Design Ltd 2012

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THE BRIEF To take the existing Nature's Feast Wild Bird Care range and consider a refreshment to the design. BACKGROUND Cranswick Pet Products conducted a survey amongst 19 consumers in Hull. Whilst this sample could not be considered statistically robust it did pull out some interesting points. KEY POINTS • Nature's Feast is not a strongly recognised brand name, despite being market leader • Brand loyalty is low, although good pack recognition may encourage 'habitual' repeat purchase • It is a price competitive market • Feeding birds the right food matters to those who feed wild birds • Seeing what you get and what birds it is for is key. APPROACH Having read the research and conducted a survey of a number of brands on the market it was clear that the packaging was fairly strong but needed work on a number of areas, specifically: • Imagery top and bottom is dull and confusing • The images of the birds is actually lost against this background • Resealable pack info is not clear • Transparent window is very important and needs to be increased • Visibility of birds needs improving, whether by size or design to improve clarity • Requires strong recognisable colours, preferably different to the market norm • Improve legibility of bullet point details on front. We have not looked at the back and sides and would like to discuss content. However one element that we feel does need addressing is the choice chart which isextremely difficult to read. Ideally it should relate to the Wild Bird Guide to give a more consumer friendly use. In terms of cross-sell and user-friendly information there is a lot that can be done.

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Existing Packs Offer a strong central colour and product recognition panel, but everything around that is very busy - there is too much going on: • Images of birds are lost in the background • Bullet point information difficult to read • Energy levels panel lost under pack when on shelf.

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New Packs - style 1

New Packs

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• Resealable pack benefit is stronger

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• Increases strength of wild bird images at top and in pack area • Larger clearer window

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• Retains strong pack colour identity

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• Strong colouring, sunny, stands out from the competition. Tested for toxins to human food standards

Ideal for Tested for toxins to birds with smaller beaks human food standards

Ideal for birds Ideally withfed through a smaller beaks Nyjer seed feeder

Ideally fed through a mesh feeder

Ideally fed Suitable through for a most feeders mesh feeder Attracts almost all species including Finches, Attracts many species Tits & Sparrows including Woodpeckers, Finches, Sparrows & Tits

Suitable forHigh most oilfeeders & protein content Attracts almost all Contains aFinches, broad variety of seeds species •including Attracts many species Tits & Sparrows including Goldfinches • A Multi-purpose mix that is superb Siskins for&seed feeders

Attracts many species including Woodpeckers, Finches, Sparrows & Tits Working in conjunction with

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• Perfect for Seed Feeders Attracts many species orincluding Tables Goldfinches

& Siskins • Contains a broad variety of premium seeds and nuts

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Attracts Siskins, Finches, Larks, Tits, Buntings and Dunnocks

1kg

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New Packs - style 2

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Tested for toxins Testedto for toxins Testedto for toxins to human food human standards food human standards food standards

Ideal for birds Ideal with for birds Ideal with for birds with smaller beaks smaller beaks smaller beaks

Ideally fed Ideally throughfed a Ideally throughfed a through a Nyjer seed Nyjer feederseed Nyjer feederseed feeder

Ideally fed Ideally throughfed a Ideally throughfed a through a mesh feeder mesh feeder mesh feeder

Suitable forSuitable most feeders forSuitable most feeders for most feeders

High oil & protein High oil & protein High oil & protein content content content

Attracts many Attracts species many Attracts species many species including Woodpeckers, including Woodpeckers, including Woodpeckers, Finches, Sparrows Finches,&Sparrows Tits Finches,&Sparrows Tits & Tits lO hI lO hI lO hI Working in conjunction Working with in conjunction Working with in conjunction with energy energy energy level level level

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Attracts almost Attracts all almost Attracts all almost all species including speciesFinches, including speciesFinches, including Finches, Tits & Sparrows Tits & Sparrows Tits & Sparrows lO hI lO hI lO hI Working in conjunction Working with in conjunction Working with in conjunction with energy energy energy level level level

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Design work and research to date (only payable if you decide to use Template)

£1,780.00

To develop the side and back panels to suit chosen design

£1,280.00

To create 32 pieces of artwork from chosen design: 9 x 1Kg, 8 x 1.75Kg, 6 x 5Kg and 9 x 12.5Kg

£5,140.00

To translate on to Treats labels

£960.00 £ 4,080.00 £ 640.00

To create artwork for 12 x Treats labels

£1,920.00

Bar codes - 78 off at £10.00 each

£1,014.00

Total:

£16,580.00

All above costs are subject to sight of final brief.

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Costings

To create 34 pieces of artwork across all three ranges

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Attracts many Attracts species many Attracts species many species including Goldfinches including Goldfinches including Goldfinches & Siskins & Siskins & Siskins

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To translate style into feeder labels for the three ranges - design

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Sunflower Sunflower High High Energy High Energy Energy Sunflower Hearts Hearts Hearts Peanuts Peanuts Peanuts

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STAY FRESH

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NO MESS FORMULATION

Ideal for birds Ideally withfed through a smaller beaks Nyjer seed feeder

Ideally fed through a Nyjer seed feeder

Suitable forHigh most oilfeeders & protein content Attracts almost all Contains aFinches, broad variety of seeds species •including Attracts many species Tits & Sparrows including Goldfinches • A Multi-purpose mix that is superb & Siskins for seed feeders

High oil & protein content

Working in conjunction Working with in conjunction with

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Attracts many species including Greenfinches, Great Tits and Coal Tits

1kg 1kg

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ENERGY LEVEL

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Working in conjunction with:

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1kg

• Perfect for Seed Feeders Attracts many species orincluding Tables Goldfinches

& Siskins • Contains a broad variety of premium seeds and nuts Working in conjunction with

Attracts Siskins, Finches, Larks, Tits, Buntings and Dunnocks

1kg

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New Packs - style 2

Please Note: We would need to be provided with imagery*, logos, text and cutter guides for all packs. *The images of birds we have sourced are for visual purposes only. We can quote separately for the selection and purchase of relevant imagery but we understand that you have an excellent library and suggest using this as a first option. Any images requiring clipping paths will cost £10 per image.

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Template Marketing & Design Ltd 17b Langley Drive, Kegworth, Derby DE74 2DN

0845 300 8091 www.template.co.uk

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Nature's Feast Pitch Document