One simple tip for innovation. Three different examples.
To kick off the year here are a few thought-provoking examples of how innovative thinking can lead to unexpected results.
So what is innovation?
Innovation is taking two things that already exist and putting them together in a new way – Tom Freston
That’s because the brain instinctively follows the same thought patterns it has used before unless it is jolted into doing something different, something more lateral. Most of our ideas, therefore, are driven by our previous experience as the brain uses well-established shortcuts to get to the answer.
We frequently use simple exercises in our creative workshops to help people put two different ideas together and see what happens. It’s not rocket science, but it’s very effective whether we’re working on a NPD project or looking for a creative idea.
So we’ve had a look at a few other examples of innovation within the pet food sector.
DOGS + AIRPORTS
My Dog created a luxury pop-up store offering passengers who have just landed at Auckland airport an opportunity to buy a present for their dog just as they might buy duty-free gifts for friends and family.
The store was designed to be in keeping with a luxury fashion boutique and the brand’s premium positioning. Airport media positioned between the plane and the shop helped to tug the heartstrings to remind passengers how much their dog has missed them. Each purchase was packaged in the way you’d expect of any luxury retail gift.
Results? It sold seven times more product than the average New Zealand store would sell over the same period.
INSECTS + CHOCOLATE BROWNIES
The idea of using insects in petfood is not a new one. It is one way of facing the competing demands of the growing human population and petfood manufacturers for sustainable protein sources. The limiting factor has always been how we feel about the idea of eating insects (although dogs and cats have never been that bothered).
But did you know insects are eaten by people in more than 80% of countries around the world?
And now it’s on the increase in Europe.
In 2013, Belgium approved the sale of insects for human consumption. Last year Holland followed suit and now you can buy bug burgers from a leading supermarket chain Jumbo.
In the UK this year we saw the launch of Crobar; a range of healthy protein bars made with fruits, nuts and high-protein flour derived from freeze-dried, pulverised crickets.
Apparently crickets taste like hazelnuts. In case you were wondering.
Now a Netherlands-based company, Jonker Petfood BV, is making dog food with insects as the only source of animal protein.
In April this year a lobbying group, IPIFF, was created to urge the EU to adapt the European legislation to allow insect products as a “sustainable and innovative” source of animal proteins for food consumption and animal feed.
One to watch we think…
PUBS + CATS
The Bag Of Nails, a little pub in Bristol, has a special team to help welcome patrons – 15 cats that call the place home!
“We have 15 cats in the pub – we once had 24 but that was too much,” Luke Daniels, the pub’s 44-year-old owner, told the Bristol Post. “The reaction is mostly positive. Occasionally you might have some people walking in and leaving and some might be allergic to cats, but people love it. Some of them come and sit on your lap.” Presumably the cats, not the people.