Case Study
At Dupree, we think good branding depends on an excellent knowledge of the target audience. We get involved with brand development for clients whose customers enjoy various aspects of the outdoor life.
Saracen Horse Feeds
150 years of experience in world-class nutrition for horses.
The Saracen challenge
A traditional brand with a long pedigree like Saracen Horse Feeds needs a robust approach to branding to help it gain market share year on year. It needs a strong base that can work across everything from advertising, packaging, website and viral email to competitions, POS, exhibitions, vehicle livery, shows and on-pack promo.
The Dupree difference
Our view of this market was that the majority of advertising relied too heavily upon pictures of horses with shiny coats and little in the way of a real proposition. With Saracen, the initial brand development exercise revolved around our new strapline, ‘For those who know what they’re on’. This message was reinforced and demonstrated by photographing and using celebrity riders actually sitting on feed sacks relating to their own disciplines. We rolled out the proposition through a mixture of channels, including on-page advertising, web, viral and competitions. Several campaigns have run since, while the strapline continues to play a major part in positioning the brand.
The results of our partnership
In a difficult market where horse owners are generally reluctant to change their feed brand, Saracen has experienced steady growth year on year since we took on the account across both leisure and thoroughbred markets - so we have demonstrated our sensitivity to two very different target audiences, while generally promoting the same products.
Client feedback
"The team here worked really closely with DC in developing the name of our new feed product. They ran a great workshop which we all enjoyed - it was great to be part of the creative process. DC then went on to design all the collateral ready for the launch. They were meticulous in making sure all the campaign elements from advertising, video, competitions and events through to our web site were all consistent and on brand."
Jim Scott, Commercial Director
