PetSmart Wins an Exclusive 'Medal'

Nulo Pet Food this month rolled out its Nulo MedalSeries line of cat and dog food exclusively at PetSmart stores.The line of natural, grain-free pet food launched at some PetSmart stores in August but became available chainwide in October. In stores, in-line headers and violators promote the line. TV spots, a full-page feature in the retailer's Oct. 3 circular and flyers distributed in stores dangle $5 off the brand from Oct. 3-30. Display ads on consumer websites, an ad in an Aug. 11 email and Twitter updates support.Most of the marketing materials star athletes such as Olympic swimmer Natalie Coughlin and gymnast Carly Patterson, who were tapped as brand ambassadors as part of a strategy to position the brand for health- and nutrition-focused shoppers.“We are thrilled to be the exclusive national retailer of this exciting brand and to expand our natural pet food line with Nulo MedalSeries, pet nutrition that is focused on protein-first formulas that combine quality vegetables, probiotics and antioxidants to fuel a pet’s inner-athlete,” Ted Passig, PetSmart's executive vice president, buying and sourcing, said in a media release. “We love that Nulo MedalSeries products are represented by world-class athletes who are hyper-focused on their diet and extending that same nutrition philosophy to their pets.”PetSmart and its channel rival Petco have long made exclusive and private-label brands a key part of their competitive strategy. The MedalSeries launch follows the debut of Petco's WholeHearted premium private label in August and health-focused Doctors Foster + Smith brand in June.

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