" James Wellbeloved Brand Positioning & Innovation | Haines McGregor

It's all about the love

When a raft of natural challenger brands came snapping at James Wellbeloved’s heels, our job was to help defend its No.1 position in the market.  Through the development of a new positioning and innovation pipeline, dialling up the brand’s heritage and care, we were able to strengthen the emotive connection for existing consumers whilst appealing to a new millennial mindset…the fastest growing demographic in dog ownership. 

"I have been working with Haines McGregor on one of our biggest and most strategic innovations and I couldn't have asked for a better partner. I was extremely impressed with the high level of expertise of the team, made of seasoned professionals, their strong and swift understanding of the exact needs of their clients and their extreme agility being able to deliver complex innovations and insights in record timings. I highly recommend Haines McGregor to anyone looking to take their marketing and innovation projects to the next level."

Alicia Jitaru Innovation Marketing Director Europe Natural Business Unit, Mars


The new positioning achieved the highest result in quantitative research Mars had ever seen. We also created several winning innovation concepts that went through BASES and are en route to market, expected to hit the shelves later in 2021!