Mars Pet Brands - Copywriting, Branding & Translation

Description

Content marketing for multinational pet food manufacturer for market-leading brands across Europe.

Mars Petcare, part of MARS Inc, is an international pet care company focusing on direct to consumer, household brands such as James Wellbeloved, Whiskers, My Perfect Fit and Natusan.

Our role consists of content planning, researching, copywriting, design and transcreation into key market languages.

Mars Petcare approached SWC to help with content creation, transcreation and to harness our copywriting expertise across multiple industries.

Challenge

Mars Petcare had challenges around transcreation; accurate and meaningful transcreation (mainly for German) is key to conveying brand personality in their direct to consumer communications. They were struggling with quality control and SWC put together a process and experienced transcreation team who understand the importance of local market knowledge and cultural nuance when translating materials for each audience.

Solution

The whole SWC team spent time getting under the skin of each of the Mars brands to enable them to interrogate briefs and the resulting communications, to ensure they were always on point and adhering to brand strategy.

The SWC process includes two key translators for each language, who are thoroughly immersed in each of the Mars brands and their tone of voice, and one key brand guardian who quality checks every piece of copy to ensure it is impactful, on brand and locally relevant.

– E-commerce flow copywriting in ENG (left items in basket, subscription has expired, etc.)

– Copywriting blogs, articles and guides (pet care, vet’s top tips, national days)

– Transcreation into main European languages

– Social media content production

– Content planning, research and creative writing for articles in the content hub, supported by SEO keywords

– Email marketing copy

– Website copy

– Graphic Design

– Social media copy

– Newsletters

Impact

An agile and more cost-effective agency solution, delivering content across multiple channels and languages.

Client Testimonial

“SWC helped Mars Pet Nutrition develop best-in-class written content across brands and markets. The team has been very hands-on on every project and developed best-in-class content. They fully dive into the brands to understand their uniqueness and help go even further. Fast turnaround time with top quality.”

– EU D2C Content Manager, Mars Petcare