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September 18, 2025

Setting new standards with a targeted content strategy on Zooplus

A well-thought-out content strategy was developed for MERA petfood, strengthening the brand message and increasing sales figures on Zooplus by double digits. Through targeted copywriting, a data-driven approach to audience segmentation, and transparent product communication, the brand was successfully established and gained long-term customer loyalty.

MERA Tiernahrung GmbH

MERA Tiernahrung is a German family business that produces premium pet food for dogs and cats. Using high-quality ingredients, sustainable processes and tried-and-tested recipes, MERA focuses on quality and animal and human wellbeing.

Sector

Petfood, animal health and nutrition

Target group

Pet owners looking for high-quality, healthy food for their dogs and cats.

Feedback

Carmen, MERA Tiernahrung GmbH

''We immediately felt understood and in good hands with Adston. Tobias and his team are highly creative, and project communication is straightforward.''

The challenge

Integrating mera's strong visual brand assets at product level without specific guidelines while maintaining the brand identity and highlighting product lines and individual products.

Our Approach

In the world of strategic marketing and elegant design, every success story starts with trust and strong partnerships. This case study recounts our collaboration with mera, a family-run business with a three-generation legacy of producing premium pet food. Together, we set ourselves the goal of highlighting mera's distinctive brand identity and clearly differentiating its product lines in order to increase sales and customer loyalty on the Zooplus platform.

In our project with mera, we employed Rolestorming and Analogous Inspiration to capture a variety of viewpoints and generate innovative solutions. We then combined these methods with Rapid Fusion to create clear project guidelines. The team then used a structured reduction technique to select the best ideas that precisely met mera's specific requirements.

​​Launching the redesigned premium content on the Zooplus platform produced impressive results. Sales figures and the conversion rate increased by a double-digit percentage. Products with the new content sold significantly better than those without it. This customised content strategy convinced more prospective customers and strengthened customer loyalty by effectively presenting the mera brand.

A particular highlight was the launch of mera's first vegan dog food, "Pure Green Vegan". Our brand strategy, which we designed and developed, accurately reflected the brand identity and captured the close bond between humans, dogs, and nature.

mera praised our team's hands-on mentality and commitment. ''We have collaborated with them for a long time and are always satisfied with the project coordination and execution, as well as the creative design results.''

Result

Our approach increased sales figures and the conversion rate. The clear differentiation of varieties within product brands also strengthened customer loyalty.

Services

  • Brand strategy
  • Brand differentiation
  • Brand activation
  • Brand touchpoints: Web
  • Print, including collateral

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We at Adston, believe that trust and transparency are essential to successful collaboration. For this reason, we involve our clients at clearly defined milestones throughout the project process.

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