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Hospitality

In 2011, Ainsworth Pet Nutrition based out of Meadville, Pennsylvania acquired Arkat, a “higher class” pet food brand to add to their portfolio of pet food and snacks. A business to business marketing strategy was chosen as the best route to achieve the initial goal of growing distribution for the brand. After a thorough analysis of the demographics of the Arkat buyer, a+l marketing learned that the average buyer had interests in outdoor sports and were motorsports enthusiasts. Entertaining buyers at various NASCAR races was the obvious way to entertain new partners. a+l managed all of the hospitality logistics on behalf of Ainsworth, from securing ticket and credential packages at each track to menu selection, pre-race invitation design, coordinating track tours as well as meet and greets with drivers for guests. The end result? Ainsowrth Pet Nutrition was able to successfully launch their new acquisition of the Arkat brand by developing key relationships with buyers and distributors that continue to support the product today.