Scaling a challenger brand into a global category leader

The challenge

A client since 2015, Supreme Petfoods first approached us looking for a fresh approach to marketing and advertising. They had strong products, specialist expertise and ambitious international growth plans, but their brand presence wasn’t reflecting their position in the market, and their marketing needed to work harder to support expansion.

The challenge was to create a more cohesive brand, advertising and marketing strategy that would elevate their presence, increase brand recognition across new markets and position them clearly as the leaders within the sector.

This also meant defining and balancing two distinct brand voices, each with different target audiences – Science Selective and Tiny Friends Farm – ensuring both stood clearly on their own while working seamlessly together under the Supreme Petfoods master brand.

Our approach

We began by building a deep understanding of the behaviours, opportunities and growth drivers within the small pet category. From packaging and POS to digital content, we created consistent work across formats, channels and growing global markets, ensuring one clear and cohesive brand story built around credibility, care and science-led nutrition. This gave Supreme the clarity, distinctiveness and authority to show up strongly in every market they entered.

What we delivered

Since that initial commission, we’ve worked closely with their team to deliver a series of targeted campaigns spanning every aspect of their advertising and communications, creating a brand that works consistently across growing international markets.

But beyond brand and campaign strategy, we have helped position Supreme Petfoods as a global leader in the sector and a household name for household pets across the world.

The impact

Our partnership has delivered over a decade of remarkable and sustained commercial growth and stronger brand awareness, helping increase sales globally across both brands. Exceptional YOY performance has seen the small pet experts become category leaders, with sales doubling in the UK, tripling in the EU and growing 4.5 times in the US.

Working together

Our relationship with Supreme Petfoods goes far beyond the usual client-agency model. Over years of working closely together, it has grown into a genuine partnership built on trust, openness and shared ambition. We work with their team every day as a natural extension of their in-house sales and marketing department, giving them the confidence of having experienced support always close at hand.

With a deep understanding of the pet food category and the brands within their portfolio, we make projects quick, seamless and easy to deliver. There’s no need for lengthy re-briefing or unnecessary process. We’re trusted to respond fast, get it right first time and keep momentum moving. Alongside day-to-day delivery, we create tailored campaigns rooted in dedicated market research, designed to build every brand with long-term growth in mind.