the task
Untamed – a premium, D2C challenger brand on a mission to revolutionise cat nutrition – enlisted jellybean to help take their business from the online world to retail shelves for the first time.
Our challenge was to translate Untamed’s bold, disruptive personality into an integrated shopper launch that would drive awareness, secure listings, and convert shoppers across grocery, pet and wholesale channels.
the solution
Acting as an extension of the Untamed team, jellybean delivered a through-the-line campaign spanning creative, shopper activation, sampling and out-of-home media.
We helped develop a distinctive visual identity for retail, combining appetite appeal with the brand’s naturally wild ethos.
To drive trial and engagement, we helped roll out an extensive shopper activation programme including:
- Sampling events at high-footfall locations such as Waterloo Station, retailer Head Offices, and key trade shows.
- A fully branded ‘Catavan’ airstream, complete with immersive props, signage and consumer coupons.
- A suite of high-impact in-store and digital assets to boost brand presence across multiple retail channels.
- OOH media across key retail and commuter hubs to build reach and awareness around launch.
- Trade PR campaign to announce Untamed’s launch in the UK’s leading grocery and convenience retailers, including press release distributed to key press contacts.
Our creative execution and close collaboration with the Untamed team ensured a seamless rollout across shopper, activation, sampling and OOH touchpoints.
the results
The launch delivered strong early traction, helping Untamed quickly establish itself as a serious contender in the grocery aisle – securing listings across major grocery retailers and climbing from zero into the top 10 for the Wet Cat Food category within its first quarter.
Head of Retail, Untamed
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