The Leiscestershire-based consultancy was appointed to the work in March and tasked with creating an identity for the bird food, which is the latest in a range of standalone brands from Pets At Home, following dog food Wainwright’s, cat food Purely and small pet food Woodlands.
The new bird-food range features Ravishing Robin Food, Fantastic Finch Food, Scrumptious Crumble Food and Super Crunchy Suet Food.
Stocks Taylor Benson says it has aimed to develop packaging that conveys ‘that this is what the birds would choose themselves if left to their own devices’. It says it has used ‘quirky phrases and descriptions’ and ‘natural textures and colours’.
Claire Gavin, head of innovation and private brands at Pets at Home, says, ‘A Little Bird Told Me… takes wild birds back to nature, providing great food with natural look and feel packaging. The tone of voice is informative but conversational, with a touch of wit – just what we were looking for.’
The new range launches this month in 290 Pets at Home stores across the country.