Petbarn’s City Farmers stores had an issue with price perception. One that research indicated would not be allayed with mere ‘specials’ or discounts.
Mammal’s solution was ‘Price Backtrack’ – a strategic campaign of in- and out-of-store executions that undoes perceptions of price increases with a range of everyday low prices and a large serving of charm.
The Price Backtrack logo appears as decal, poster, pricing strip and wayfinder floor stickers in store. While the ‘Backtrack’ theme extended into retail TV, with a playful series of Backtracking prices and pet footage. Here’s a selection so far:
The campaign launched across City Farmers’ WA markets on Sunday 28 May.