{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Brand Growth Heroes","title":"Denzel’s | Brand & Emotion is Build a £213M Opportunity in the Pet Category","html":"","width":"100%","height":180,"duration":2640,"description":"Most pet brands sell function. Denzel’s Dog Treats built its challenger brand around something very different: Happiness!!\n In this conversation, I speak with founders James and Nathan about how they spotted an emotional gap in the pet category and used brand strategy, packaging, product format and occasion-based innovation to turn dog treats into something much bigger than a functional purchase.\nAnd the commercial results are what make this such an interesting story for founders scaling consumer brands. A Valentine’s activation delivered around 15–17x the rate of sale of a normal promotion, with more than 60% of shoppers buying it having not previously bought from pet. Their advent calendar has become their bestselling SKU despite only being available for part of the year. We get into how seasonal innovation moved from “marketing stunt” to revenue channel, why they designed for grocery, hospitality and online from day one, and how becoming obsessive about the brand experience helped Denzel’s create genuinely incremental growth.\nUse code BGH25 for 25% off Denzel's NEW Advent Calendars from https://www.denzels.co.uk/products/advent-calendar\n\nDetails below *\n\n*Redeemable from https://www.denzels.co.uk/products/advent-calendar only\n25% off Advent Calendar\nApplies to one-time purchases\nNo minimum purchase requirement\nOne use per customer\nCan’t combine with other discounts\nEarly bird discount, active from 15 Sept to 22 Sept (23:59)\n\n\nWhat You’ll Learn\nHow James and Nathan identified an emotional white space in a category dominated by functional positioning.\nWhy Denzel’s spent roughly 30–50% of its initial £25,000 startup loan on brand, design and packaging.\nHow Valentine’s treats generated around 15–17x normal promotional rate of sale and attracted shoppers who had never previously bought from pet.\nWhy seasonal NPD has evolved into an acquisition funnel that can ultimately drive shoppers into the core Denzel’s range.\nHow to design products and formats around new...","thumbnail_url":"https://img.transistorcdn.com/0ozOtqRzcBWmBZEqvRDok1E7iKs6EmkwTVPod03PH6o/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS82YzI2/ODgyOTczYWUxZTg4/YmUxMzI3MzUxMGM5/NmExOC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}