IML gives boost to pet food brand

Based in Canada, Champion Petfoods produces biologically appropriate pet food, made from fresh regional ingredients, high content of meat and fresh meat and very low in carbohydrates.

Its pet food is available in 70 countries around the world, with around 30 in Europe, and is solely distributed through pet speciality shops.

To promote its products, Champion Petfoods provides free measuring cups that pet owners can simply pick up off the shelf, while a storage pail is offered as a loyalty gift to dog owners who buy 13kg dry pet food from its Acana or Orijen brands.

RPC Superfos has produced both the measuring cups and storage pails for Champion PetFoods. For the measuring cups, RingLock and UniPak pots have been used, with Hobbock pails used for storage. These are decorated using in-mold labeling, which RPC Superfos said has created a ‘high visual impact’. RingLock, UniPak and Hobbock are injection moulded in polypropylene.

In addition, Champion PetFood said it required a supplier that could handle the distribution logistics of the campaign given its global footprint.

Fabrizio Spena, sales manager for Europe at Champion Petfoods, said: ‘Our pet food is available in 70 countries around the world and of these, about 30 are in Europe. We solely distribute our products through pet speciality shops and we wanted to offer consistent promotional items to our distributors regardless of geography. This is why we very much appreciate that RPC Superfos can not only produce beautiful pails and measuring cups, but can also handle the logistics for us across Europe.

‘In this campaign, one of the first countries to be served was Greece. Here we had great success, with the complimentary pail boosting sales by no less than 35 percent.’