Launching a quirky new pet accessory brand, then repositioning, renaming and rethinking to take advantage of a furr-ociously hot market.

Initially, we launched this fun, quirky collection of collar charms as Fetch Life Pet: irreverent quips, designed to be worn on a dog’s collar or harness, targeting consumers with a comprehensive website and social strategy, plus sampling at dog parks and gifting pet influencers.  Immediately, the brand gained traction.

But we shifted our B-to-C thinking when we realized the real opportunity was B-to-B, and introducing the brand to retailers. And we also realized we needed to come up with a new name; one that felt more own-able. We developed a comprehensive strategy to launch Franny B Good at the largest pet trade show in the country, SuperZoo, developing sales materials, signage and messaging for the event, along with gifts to encourage influencer partnerships. We also pushed out ads and PR with pet magazines. In a little over a year Franny B Good not only achieved national distribution, the brand got into Canada too!