About Tisol
Tisol is a locally owned chain of pet nutrition & supply stores - with seven locations throughout the GVRD.
Established in the early eighties, they feature one of the Lower Mainland's best selections of healthy pet food.
Case Study #18: Tisol Pet Nutrition & Supply Stores
Situation
When they initially partnered with BRANDSPANK, many people had already heard of the Tisol name. However, the problem was they just didn’t know what Tisol did; there was limited awareness of their true point-of-difference – holistic pet food. As a result, there was little perceived difference compared with the large, big-box competitors – who, unlike Tisol, compete aggressively on price.
Solution
As part of our strategy to combat Tisol’s obvious price disadvantage, we positioned the brand as the retailer of choice for those not willing to compromise on the health or wellness of their pets. To communicate the message, we developed the strategic “For The Ones you Love” campaign. The intent of the campaign was to create a clear differentiation for the brand while helping establish an emotional connection with the audience.
Success
Within the first year of the campaign, Tisol experienced near double-digit increases in both customer traffic and overall sales figures. In fact, despite having no intention to expand any further, Tisol has opened two more stores since partnering with BRANDSPANK. Due to its increased brand profile and defined marketing position, Tisol was also the primary resource for media reporters seeking an expert’s opinion about the recent tainted pet food controversy. This resulted in well over a dozen editorial mentions in both print and broadcast.
