Pet Valu

Sage created and led an intensive program that established clear product positions and guardrails.


Pet Valu (PV) is a $1B company, which ranks as one of the top pet food and accessories retailers in Canada. With over 1500 proprietary brand label products and 600+ retail outlets across Canada they needed to develop and adopt a methodology, which would help consumers and Animal Care Experts (ACES) alike better understand the hierarchy of their offerings, and also establish a system for introducing new products.

Sage team role.

Guide and mentor, the Pet Valu team in the development and application of a new brand architecture for four key brands and subsequently, to enable the team to apply the new disciplined approach in thinking and action to all PV proprietary brands.

The outcome.

  • Brand architecture has been adopted and is being applied across all PV proprietary brands.
  • Focus on evidence/research about consumer behavior and brands is now embedded in their brand and marketing perspective.
  • Achieved key objective of enabling the Brand and Merchandising teams to apply the 10-point process to other PV proprietary brands to strengthen their competitive position.

The last word from the client.

“The Sage team was an invaluable resource throughout this project. They brought a level of experience and knowledge that would have taken the team a lifetime to acquire. As a result of working with Sage, we have clarity and a brand architecture that we are confident will take us into the future and that the organization is ready to live our brands!”

Matthew Shanks
Vice President, Proprietary Brands, Pet Valu


Our goal is to help businesses tackle issues that might benefit from our sage advice. Here are a couple of projects we recently completed.

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Some interesting perspectives on successful brands and the importance and benefits of mentorship.

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If you have a business challenge or issue that you think could benefit from some sage advice please contact us.


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