Chewy’s New Campaign Puts Pets in Their Proper Place – At the Very Top
11 Abril 2023 - 2:39PM
Business Wire
TV spots reveal the outrageous – but actually
totally normal – relationships between pet parents and their
pets
Chewy, Inc. (“Chewy”) (NYSE: CHWY), a trusted destination for
pet parents and partners everywhere, is launching a new campaign
that playfully demonstrates how pets are more than pets; they are
family members, confidants, best friends, lifelong companions and
so much more.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20230411005865/en/
The favorite child, Bailey, and his pet
parent at the dinner table. (Photo: Business Wire)
For pet lovers and Chewy customers, it comes as no surprise the
bond between a pet and their parent is a breed of its own. In a
survey conducted by Chewy, 84 percent of pet parents consider their
pets family members, and 93 percent are happier people just because
of their pets’ existence. What may seem wacky for some – for
example, including a pet in a will or forsaking sleep for their
pets’ comfort – is of course encouraged, expected and applauded by
Chewy.
“Our relationships with our pets are some of the most
meaningful, genuine bonds we create throughout life’s highs and
lows,” said Orlena Yeung, VP of Brand Marketing at Chewy. “Our
customers view their pets as much more than pets, and this campaign
brings that to life in a playful, entertaining and absolutely
relatable way.”
The campaign features three spots that showcase how pet parents
see their pets as much more and correlate to astounding pet parent
statistics revealed in Chewy’s survey, including:
- 3 in 10 parents admit their pet is their favorite child.
“Favorite Child,” is set around a family dinner scene where human
kids vie for their parents’ attention by one-upping each other with
the highlights of their days, from scoring a goal to acing a test.
But the focus quickly shifts onto Bailey, the golden (retriever)
fur-child, where she one-ups the kids even more with the simple
proclamation that she successfully finished a walk in the woods
without a single flea or tick. And to the human children’s chagrin,
the parents gush over the dog’s accomplishment as Bailey brownnoses
even more along the way, because she can do no wrong.
- More than 4 out of 10 people describe their pet as their
best friend. “Best Friend” features a simple conversation
between two buds watching a game. Only one of them is a dog with an
overzealous tail that knocked over a vase when a Chewy box arrived
with a new bone. The two besties ponder a future world–as only
buddies can, in between the plays of the game–where roles are
reversed and the human has a tail while the dog gains the ability
to purchase him treats on the Chewy app. Hey, it could happen. In a
thousand or million, trillion years.
- Almost half (42%) of pet parents would include or have
included pets in their wills. “Inheritance,” launching on April
24, takes place in a law office with a well-to-do family of three
adult children and one prized cat, Mr. Marbles, listening to the
details of their father’s will. After dividing multiple assets
amongst the children, from “the company” to a vintage model train
set, Mr. Marbles finds out that all his needs will be met when his
recurring deliveries from Chewy are shipped, in perpetuity, thanks
to Autoship. Plus, he gets the summer house. Because you get the
best stuff when you’re dad's little pet.
In addition to Linear TV, the campaign will appear on digital,
out-of-home and social media, including a TikTok activation. Chewy
invites pet parents to celebrate on National Pet Day by sharing how
their furry, feathery and scaly companions are more than just pets
- whether they're a soulmate, their weekend warrior, daily therapy,
little spoon, or the sibling they never had. The TikTok hashtag
takeover #ChewyMoreThanAPet kicks off on April 11.
About Chewy
Our mission is to be the most trusted and convenient destination
for pet parents and partners everywhere. We believe that we are the
preeminent online source for pet products, supplies and
prescriptions as a result of our broad selection of high-quality
products and services, which we offer at competitive prices and
deliver with an exceptional level of care and a personal touch to
build brand loyalty and drive repeat purchasing. We seek to
continually develop innovative ways for our customers to engage
with us, as our website and mobile app allow our pet parents to
manage their pets’ health, wellness, and merchandise needs, while
enabling them to conveniently shop for our products. We partner
with more than 3,500 of the best and most trusted brands in the pet
industry offering more than 110,000 products and services
offerings, to bring what we believe is a high-bar, customer-centric
experience to our customers.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20230411005865/en/
Diane Pelkey dpelkey@chewy.com
Chewy (NYSE:CHWY)
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