Marketing strategy linking search, shopping, and content secures a premium position in the pet category
Channel diversification beyond its own store lifts repeat purchase rates
TrustyFood, the premium freeze-dried pet food brand, has become the first pet food brand to win the top award at Round Up League, Naver's brand growth program.
TrustyFood, operated by LIMPID, said on November 28 that it won the award in recognition of its growth strategy within the Naver ecosystem and the strength of its products.
Round Up League is a Naver program that supports the growth of promising brands, and TrustyFood has grown notably since joining.
Heesu Kim, CEO of LIMPID, said in his presentation, “Working with Naver improved not only revenue but advertising efficiency. We are growing quickly and efficiently by making use of a range of Naver ad products.”
TrustyFood has recorded average monthly growth of more than 25 percent on Naver channels.
Behind that growth is the product itself. LIMPID, founded by two veterinarians specializing in nutrition and internal medicine, uses freeze-drying to deliver both palatability and nutrition. The company also operates Dr.Trusty, the world's first freeze-dried therapeutic diet brand.
The partnership with Naver has extended offline as well. At MegaZoo, Korea's largest pet expo, held in November, TrustyFood ran a joint booth with Naver Pet to a strong response.
A TrustyFood representative said, “Repeat purchase matters in pet food, and what worked for us was using Naver search, shopping, and content together to widen our customer touchpoints.”
LIMPID plans to deepen its partnership with Naver following the award, raising brand awareness through Naver's marketing tools and consolidating its position as a premium brand in the pet category.
Kim added, “After K-beauty and K-food, our goal is to build a K-pet food trend.”
LIMPID acquired a freeze-dried pet food plant in November of the previous year to secure production capability and has established a joint venture with Kyungpook National University College of Veterinary Medicine to strengthen its R&D.