Building a Private Label Brand

The Challenge

Carinura was developed as Kaufland's first premium private label in the pet food category, created to address the growing demand for high-quality pet nutrition without the premium price tag.

The project went far beyond launching a new product range. It involved defining the brand strategy, positioning, go-to-market approach and a fully integrated communication ecosystem designed to build awareness, drive trial and establish long-term brand equity.

My Role

I led the strategic development and marketing direction of the project.

Responsibilities

• Brand positioning
• Launch strategy
• Awareness strategy
• Integrated communication planning
• Creative concept development
• In-house creative production
• Agency briefing
• Campaign coordination
• Cross-functional collaboration
• Brand consistency

Understanding the Market

Market Insights

• Romania has one of Europe's highest pet ownership rates.
• Premium pet food continues to gain market share.
• Younger consumers increasingly perceive pets as family members.
• Supermarkets remain the preferred purchasing channel.

Brand Strategy

Go-to-Market Strategy

Building an Integrated Communication Ecosystem

Campaign Execution

Phase 1 — Launch

Objective: Introduce Carinura and generate initial awareness.

Phase 2 — Awareness & Trial

Objective: Reinforce product benefits and encourage trial.

Brand Awareness

Purpose-Led Brand Activation

Creating Brand Value Through Social Impact

The Opportunity

To strengthen Carinura's emotional positioning, I developed a CSR campaign in partnership with an animal welfare organization. The initiative transformed everyday purchases into meaningful contributions, reinforcing the brand's purpose while increasing awareness and engagement.

Campaign Objective

Create an emotional connection between the Carinura brand and pet owners while encouraging customer participation through a cause-driven campaign supporting abandoned animals.

Campaign Mechanism

RON 50 = One Meal Donated

For every RON 50 spent on Kaufland private label pet food, Kaufland donated one meal to a partner animal shelter.

The campaign allowed customers to directly support abandoned animals through their everyday purchases, turning a simple shopping decision into a social contribution.

Integrated Communication

The campaign was activated through a fully integrated communication ecosystem to maximise reach and participation.

Influencer Activation

To extend the campaign beyond owned channels, selected pet creators produced authentic content across TikTok and Instagram Reels, increasing reach and credibility among pet owners.

Always-On Social Content

Beyond the CSR campaign, the communication continued through a consistent social media calendar featuring:

• Educational content
• Community engagement
• Seasonal campaigns
• Giveaways
• Awareness moments (International Dog Day, World Animal Day, Halloween)

This ensured Carinura remained visible and relevant throughout the year.

Campaign Results

Key Takeaway

Purpose-driven marketing can strengthen both brand perception and customer engagement when social impact is embedded into the communication strategy rather than treated as a standalone initiative.

What This Project Taught Me

Building a successful private label goes far beyond creating marketing materials. It requires strategic thinking, consistent execution and the ability to align every customer touchpoint under a single brand vision. This project reinforced the importance of combining brand strategy, creative direction and integrated communication to create long-term value.