Nutricura is a high-end, natural prescription pet food line owned by pet nutrition company, WellyTails. WellyTails launched Nutricura in Canada and the US in 2018. Nutricura is their line of organic pet food exclusively sold through veterinarians. The challenge is breaking into the space that is held by industry giants like Royal Canin and Hill's Science. Our team was tasked with creating an integrated marketing strategy for Nutricura that would include a new website, mobile application, brand identity, and communication plan. Please refer to the Nutricura Campaign Book for a full write-up of the research, planning, development, and execution of this project.
This work was completed as a capstone for my Master's Degree at the University of Florida. The work was done for a real client and we competed against five other teams of graduate students. Our pitch was selected by WellyTails.
Pet Food and Nutrition, Veterinary Care
I worked with a team of 5 graduate students on this project. My primary responsibilities were user interviews, competitor and industry research, and site and application layout.