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Champion Petfoods
Success story · Champion Petfoods

Champion Petfoods

70%
increase in module completion rate
Case summary

An experience based on interactive 360º video and gamified training modules to connect people, pets and trust.

Champion Petfoods is an international benchmark in premium pet nutrition, headquartered in Canada with a commercial presence in more than ninety countries. Its Biologically Appropriate™ philosophy and its commitment to fresh, raw, high-quality ingredients are its main differentiator against the competition. To convey all that commitment to research and traceability to its different audiences —sales force, distributors, veterinarians and pet owners—, the company has developed an immersive online educational hub that combines 360º video, animations, multimedia hotspots and gamification on a multilingual e-learning platform compatible with corporate LMSs.

Client
Champion Petfoods
Sector
Healthcare
Service
Healthcare staff training
70%
increase in module completion rate
40
years of food innovation in the animal world
+90
countries where Champion Petfoods has a presence
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01 The challenge

Product training as an experience

In sectors where brand differentiation is built on philosophy, ingredients and traceability, product training can't be treated as a technical formality. Champion Petfoods needed a new approach to its training, capable of conveying the full value of its Biologically Appropriate™ philosophy and its commitment to fresh, high-quality ingredients. The challenge was multiplied by the diversity of audiences: sales force, distributors, veterinarians and pet owners, each with a different level of technical knowledge and specific training needs. A single educational hub was needed, capable of unifying training, brand and experience.

Product training as an experience
02 The solution

An educational hub that unites training and brand

The solution is an interactive e-learning platform developed end to end, from storyboard and instructional design to final interactive production, compatible with the main corporate LMSs and available in four languages. The experience is structured in three personalised paths according to the user's profile, combining 360º video, animations, multimedia hotspots and gamification to turn training into an enjoyable, memorable journey. Audience segmentation ensures each user receives exactly the information they need, while brand coherence is maintained throughout, aligning learning with Champion Petfoods' identity.

An educational hub that unites training and brand
Next step
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Key learnings

What this case teaches the sector.

01

One hub, multiple audiences

When the same company has to train very different profiles —salespeople, distributors, technical prescribers and end consumers—, a platform segmented into personalised paths resolves the tension between brand coherence and relevance per audience. Each user receives exactly the information they need.

02

Training and brand experience united

In sectors where differentiation is based on philosophy, ingredients or traceability —premium nutrition, pharma, supplements—, merging training and brand identity multiplies impact. Combining 360º video, animations, hotspots and gamification turns learning into a memorable experience that also reinforces the brand proposition.

03

Engagement as the ROI of digital training

In corporate training the problem is rarely a lack of content, but that nobody finishes it. An immersive, interactive experience lifts the completion rate by 70%, turning training into a resource that actually gets consumed. ROI stops being measured in hours and starts being measured in modules completed.

04

Traceability and brand philosophy turned into a training experience

Champion Petfoods builds its differentiation on demanding concepts: the Biologically Appropriate™ philosophy, fresh or raw ingredients, traceability and research. Communicating those values in a PDF or an in-person session reduces them to claims; integrating them into an immersive experience lets participants understand, explore and remember them.

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Healthcare
Sector

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