Wainwright’s is Pets at Home most successful own brand, loved by over a million dog owners, with a premium offering in a cluttered and competitive category. 

As one of the UK’s most established and loved dog-food and accessories brands, Wainwrights wanted to create a new brand proposition which captured their unrivalled experience and knowledge of dogs and their needs and their focus on using naturally sourced materials. The positioning needed to inherently capture Wainwrights love of dogs, whilst also communicating a clear sense of category leadership and expertise. 

In May 2022, ‘It’s in our nature’ launched as Wainwrights new brand positioning, accompanied by a complete packaging redesign and an integrated communications launch across all channels. The new positioning creates a distinctive brand platform to enable Wainwrights to communicate a range of different product and quality proof points, aligned to different customer needs, seasons and range extensions.