Merrick Pet Care, a leader in natural and organic pet food, has produced wholesome and nutritious pet food for more than 30 years. When face-to-face retailer meetings weren’t an option for their sales force, Merrick turned to AKA to develop a series of personalized B2B sales videos.

Merrick was in the midst of launching a new specialty pet food product when COVID-19 hit. As a substitute for in-person meetings during shelter-in-place, the sales team needed an alternate way to reach market retailers and communicate product information and benefits.

Creatively provide the Merrick sales team with customized video resources, in order to continue  conversations with key specialty retailers and generate excitement for the new product innovations. Use a combination of existing video assets, paired with new footage, shot while ensuring all safety precautions were taken.

AKA performed a full audit of all of Merrick’s existing video assets and graphics to determine what could be used in these new videos. To supplement those assets, AKA arranged for safe and responsible video shoots, in-person and via virtual recordings, to gather additional footage.

Using this combination of video assets, AKA crafted several sales videos that visually communicated Merrick’s new product features and benefits, and delivered personalized messages to important key retailers.

These customized videos successfully supplemented Merrick’s business-to-business sales efforts, while continuing to communicate the company’s dedication to their key pet specialty retailer partners. Merrick currently uses this content series to promote the new product line, communicate product benefits and deepen their relationship with current customers.