Case: MUSH
How was a new kind of relationship with pets planted into the core of MUSH’s rebranding?
To build a distinctive pet food brand that resonates with a new generation of pet owners, Snellman Petfood wanted to understand what pet ownership means today. The aim was to create a new phase of growth for MUSH: to increase its brand awareness and expand its target audience.
MUSH is a Finnish brand that has focused on high-quality pet food for more than 20 years and has been a pioneer of raw feeding in the Nordic region. In 2011, MUSH became part of the Snellman Group.
Noren conducted an ethnographic study on pet ownership in Finland and Sweden which functioned as the basis for MUSH’s rebranding. Through the research, we identified the needs and ideals that shape consumers’ decisions when it comes to feeding their pets. This allowed us to build the brand, including its visual identity, messaging, and value propositions, as compelling and relevant as possible for a wider audience. We pinpointed a market position for the brand that taps into new and strengthening meanings of people’s relationships with their pets – not ownership, but partnership.
“The research showed us which values and needs are becoming stronger, and how our brand can grow with them, and reach more customers.”
– Magnus Petterson, CEO
The project aimed to:
Anchor MUSH’s rebranding in deep consumer insight on the needs and ideals related to pet ownership
Use the research to build a shared understanding of the brand’s core and key value proposition that speak to more pet owners and secure both brand awareness and commercial growth
Provide consumer-driven recommendations to guide communications and product development
Noren approached the challenge through ethnographic research and participatory analysis
Phase 1: Together with MUSH and their marketing partner, we defined the project’s key objectives, ways of working, and hypotheses about the brand’s future.
Phase 2: We conducted qualitative consumer research in Finland and Sweden, tested early ideas for the new brand, and unpacked and analysed the data together with MUSH and their marketing partner.
Phase 3: Based on the findings, we formed the new cornerstones for the brand, after which MUSH and their marketing partner could continue onto the implementation of the brand strategy.
The project resulted in:
Brand cornerstones grounded in consumer insight, including the brand core, elements of the value proposition, target group definitions, and guidelines for communications and product development.
A shared understanding of pet ownership and its evolution, the ideals and challenges connected to it, and how MUSH should respond to these shifts.
Want to learn more?
Get in touch
linda.sivander@noren.fi
