The Wellness Natural Pet Food brand is one of the most trusted and highly-regarded product lines in the natural pet food world.
Genuine was tasked with building a website for an existing product line that was introducing new SKUs: CORE. CORE’s main challenges were to breakthrough the clutter in a crowded market, and clearly explain it’s value, proving the product’s premium ingredients and features are worth the cost. It was up to the Genuine team to make the product story strong enough to help bring CORE to excite consumers, who in this case are an emerging niche group: the Paleo, protein-centric, diet enthusiast.
Genuine worked with CORE to present the unique, protein-centric CORE brand story, and excite pet parents about the innovative new offerings. Using large product shots on the homepage, the pet parents can immediately connect with the offerings and get excited for meal-time, driving a strong push towards purchase.
Genuine educated consumers about a the new products through attractive creative. Finally, through initial SEO and analytics reviews, it was clear that the Wellness customers were looking for content on-the-go, at the point of sale, and so the site is now optimized for mobile browsing.
Why Drupal was chosen
The CORE site benefits from Acquia’s reliable server architecture and intuitive dev workflow, which enabled a handful of developers to collaborate on the build simultaneously. The site is extremely performant.
The ease of content-management for products was a big differentiator for the client.
Technical Specifications
Drupal version:
Key modules/theme/distribution used:
The CORE site uses Field Collections, allowing for a predictable and reusable architecture, and greatly simplifying a complex content population process across a variety of layouts.
The CORE site is also using multi-site with other lines of business, creating easy management of the code and server, and a platform on which they can scale as their business grows.
