Situation:
Jim Dandy was a regional brand of economy-priced dog food with a strong southern heritage and loyal following of primarily rural-based hunting enthusiasts.

Task:
Reposition Jim Dandy as a premium brand of dog food.

BDI Role:
The brand was repackaged and advertised with a new pricing structure that positioned Jim Dandy only 10-15% below the leading national brands along with a multi-media advertising and promotion campaign.

Results:
Jim Dandy brands received American Marketing Association's (AMA) highest award for achievement and became the #1 brand in the Southeast