Diamond Pet Foods identified a need for specialized and prescription diets that were high in quality and palatability, without the high price. To bring this product to market, Woodruff developed an integrated, multi-audience launch plan focused on two distribution channels; veterinary clinic distribution and pet specialty and feed and farm stores. The launch integrated marketing and communications efforts across several media platforms. Digital, social and traditional media combined with influencer outreach educated audiences about the new product. Packaging, print collateral and point of purchase materials made a strong statement in-store. Retailer, distributor, veterinarian and customer service training webinars helped support key stakeholders in helping consumers learn about and adopt the new product.