Nutro Comes to Walmart

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Nutro Comes to Walmart

By Patrycja Malinowska - 04/04/2018

Walmart is showing support for Mars Inc.'s Nutro dog food brand as it expands beyond specialty pet retailers following a relaunch that introduced "clean" recipes and refreshed packaging last year.

In Walmart pet departments, a dedicated endcap stocks multiple varieties of the dry dog food, with shelf strips indicting which formulations are for adult dogs, puppies or small breeds. The endcap pulls shoppers down the aisle, where a variety of additional P-O-P materials support, including multiple shelf talkers, aisle violators and, in some locations, more shelf strips.

The custom signage announces "premium nutrition is here," touting that the SKUs are made with non-GMO ingredients and no chicken by-product meal, soy, or artificial flavors or preservatives.

On walmart.com, display ads carrying the brand's "Feed Clean" tagline link to a brand showcase that lets visitors toggle between information for dog or cat owners. The page offers a tool to "find your pet food match" as well as a guide to transitioning from one food to another, and details the brand's philosophy. Buttons let visitors "view products" in various categories or "add to cart" for specific items. Dog gifs round out the content.

Other digital support includes co-op display ads running on other websites, paid search via Google, and Facebook updates from some store-level accounts.

Circular support includes a feature in the retailer's March 30 tab that touts the brand as "now available" in select stores and at walmart.com.

Mars relaunched its Nutro brand last spring to tap into the human trend of "clean eating." PetSmart supported the launch.