The performance of optimal services – Pre-assembled promotion à la carte

Nestlé starts the launch of Lily’s Kitchen in Germany in close cooperation with Panther Display GmbH & Co. KG. In a trusting collaboration, Panther Display has developed and produced a 1/4 Chep display based on corrugated board, which Panther delivers fully assembled to specialist retailers.

The different products, which vary greatly in their primary packaging, filling quantities and sizes, are presented on a total of five tray levels. Bags, cans, hanging goods, folding boxes and SRP variations are filled directly into the display by the Panther Display employees in the space specially created for the service offerings. According to the customer’s specifications, all Lily’s Kitchen products for healthy cat nutrition can be found in the secondary placement, ready for placement in specialist shops.

Deliveries by Panther are made by Panther Pharma Service, which was originally founded for the pharmaceutical industry. For this purpose, a space of 2,500 m² was created for the clean room, assembly and storage areas. Now this range of services including temperature-controlled storage capacities is also used for Lily’s Kitchen.

Thanks to the GMP (Good Manufacturing Practice) manufacturing license in accordance with Section 13 of the German Medicines Act (AMG) and other certifications, Panther Pharma Service guarantees consistently high product quality and compliance with the mandatory marketing requirements of the health authorities.

To enter the German market, Nestlé decided to take advantage of the extensive range of services offered by Panther, and thus to start a nationwide successful promotion. The “full service” solution for packaging, assembly, development and production makes the launch of Lily’s Kitchen perfectly plannable and sustainable: All displays arrive fully equipped at their intended location, so that transportations are reduced to a minimum. The further maintenance of the secondary placements in the specialist trade, by refilling during the duration of the promotion, is easy. After use, the display is regularly sent to the waste paper recycling.

The mission of the secondary placement for the launch in Germany was clear: since April 2020, the British label Lily’s Kitchen has belonged to the Nestlé brand Purina PetCare. While Lily’s Kitchen quickly gained great trust from dog and cat owners in its home market, the local cat friends, in particular, are now to be brought closer to the high-quality food range made from dry and wet recipes without sugar or artificial additives. The printing design of the secondary placement for the promotion, therefore primarily relies on the special attributes of the brand. The front sides of the various trays are used for the main claims; The coat, base and topper as well as the side walls communicate the Lily’s brand through the coloring and refer to the target group through a graphically represented cat.