New identity for wild bird care brand Nature's Feast
Nature’s Feast, one of the UK’s leading and most established brands in the wild bird care market, has unveiled a new look for the 2013/2014 season.
The brand has been replaced with a new stand-out design, which not only aims to clearly demonstrate and reflect the quality of Nature’s Feast, but also effectively engage with customers at point of purchase.
Due to be rolled out across the UK & Ireland from August, the new identity, which is targeted at bird feeding enthusiasts, is underpinned with the revamped strapline, ‘Get to know the birds in your garden’. The Nature’s Feast’s range, includes award-winning seeds, treats and feeders to help consumers attract a wider variety of wild birds into their garden.
“Since the Nature’s Feast brand launched in 2005 it has continued to go from strength to strength with our customers recognising Nature’s Feast as a knowledgeable and leading brand in the wild bird care sector," said Westland Horticulture director Keith Nicholson.
“Our decision to refresh the brand’s look and feel has been undertaken with a great deal of care following extensive consumer research. This insight is at the heart of the rebrand and new packaging which aims to not only grow the Nature’s Feast brand, but the wild bird food market as a whole.”
Westland’s continued investment in the Nature’s Feast brand has also seen the introduction of a new range of seed blends to help drive sales across the pet care market. The range follows a clear hierarchy of feed choices to make it as easy as possible to select the perfect blend and upgrade between mixes.
The concise on-pack messaging clearly communicates that the higher the number of seeds in the blend, the more species it will attract.
The packaging also includes different energy ratings, which increase depending on the number of oil seeds contained in each pack:
Everyday 4 Seed Blend (Energy rate 5) – great value everyday bird food to keep garden birds fed all year round.
Supreme 8 Seed Blend (Energy rate 6.5) – made from a broader range of seeds to attract a wider range of birds.
High Energy, No Mess 12 Seed Blend (Energy rate 8) – the ultimate wild bird food. Includes more oil seeds and has husks removed.
As part of Nature’s Feast’s commitment to the responsible sourcing of ingredients, and to meet customers’ high expectations, the brand has pledged to support farmers operating in an environmentally friendly way.
Where possible, Nature’s Feast sources as many raw ingredients from UK farmers who are signed up to the Environmental Stewardship (ES) Scheme, which is delivered by Natural England on behalf of the Department for Food, Environment and Rural Affairs (Defra).
To support the launch of Nature’s Feast, Westland has revamped its in-store merchandising to further optimise sales and drive growth. The brand will also benefit from an extensive PR and advertising campaign.
As Europe’s premier wild bird food manufacturer, Westland is also home to the Peckish brand, which, like Nature’s Feast, has been specifically designed for pet care retailers to achieve their maximum sales potential.
With two distinct personalities, the Peckish and Nature’s Feast brands are clearly positioned at different consumer audiences. Peckish, which is set to benefit from a £1 million TV investment for the 2013/14 season, will continue to drive sector participation amongst those who are either entering the market or buying products sporadically. Nature’s Feast on the other hand, appeals to a narrower range of people who purchase a wider variety of the brand’s products more frequently.
“Whether your customer is an absolute novice, or a committed bird lover, Westland can help you deliver the perfect bird feeding solution every time, no matter what their requirements are,” added Keith.
To support the launch of Nature’s Feast, Westland has revamped its in-store merchandising to further optimise sales and drive growth. The brand will also benefit from an extensive PR and advertising campaign.
