" ` James Wellbeloved Brand Positioning & Innovation | Haines McGregor

Feeding Puppies with the Superpower of Nature

When a raft of natural challenger brands came snapping at James Wellbeloved’s heels, our job was to help defend its No.1 position in the market.  Through the development of a new positioning and innovation pipeline, dialling up the brand’s heritage and care, we were able to strengthen the emotive connection for existing consumers whilst appealing to a new millennial mindset…the fastest growing demographic in dog ownership. 

"I have been working with Haines McGregor on one of our biggest and most strategic innovations and I couldn't have asked for a better partner. I was extremely impressed with the high level of expertise of the team, made of seasoned professionals, their strong and swift understanding of the exact needs of their clients and their extreme agility being able to deliver complex innovations and insights in record timings. I highly recommend Haines McGregor to anyone looking to take their marketing and innovation projects to the next level."

Alicia Jitaru Innovation Marketing Director Europe Natural Business Unit, Mars


The positioning achieved one of the highest results in quantitative research for Mars Petcare. We also created several winning innovation concepts, including Superfoods which was recently awarded Pets at Home ‘Best Marketing Campaign of the Year’. Helping to convert customers both instore and online.

If you want to hear from Alicia Jitaru, European Brand Director of James Wellbeloved, and other leading marketeers from Carlsberg and Beam Suntory,  on how to land successful innovation in market, please visit our events page here or download our key learnings deck here.