Pet Marketing: Examples of Successful Campaigns
The lawyer and dog owner, George Graham Vest, who is said to have coined the "man's best friend" epithet for canines, took an opportunity, in addressing congress as a U.S. senator, to expound upon the theme, remarking that "the one absolutely unselfish friend that man can have in this selfish world, the one that never deserts him, the one that never proves ungrateful or treacherous, is his dog. ... When all other friends desert, he remains."
Felines are no slouches either; famed editor Tay Hohoff is said to have once highlighted the advantages of owning one when she observed that "there are few things in life more heartwarming than to be welcomed by a cat."
It's fitting, then, in light of such truisms, that pet parents across the U.S. devote May to celebrating their pawed compatriots with National Pet Month. With pets on our mind, there is no better time to highlight ANA case studies and other pet care content that showcase excellence in innovative approaches to the marketing of pet brands.
Explore summaries of pet brand marketing campaigns below, with the full case studies and event recaps accessible through the embedded links.
This NGO Integrated Real-Life Shelter Animals into a Video Game to Encourage Adoptions
La Societé Protectrice des Animaux (La SPA) spread the word about the need to adopt animals from overcrowded shelters in France through an integration with the popular video game Stray.
How Meow Mix Leveraged Influencers to Bring a Classic Cat Food Brand into Cultural Relevance
The '90s heartthrob and former *NSYNC member JC Chasez partnered with Meow Mix to record a "purr-fect" remix of the brand's iconic jingle. Launched during America's Got Talent, Meow Mix's TV commercial featured the Tabby 5, a cat boy band fronted by Chasez.
Integrating Digital In-Stadium OOH Marketing with Live Action on the Field to Promote Pet Food
Pet food brand Ultima capitalized on in-stadium LED screens to engage soccer fans with a 3D video of a dog chasing after the match's ball.
Dogtopia Enables Localized Digital Advertising for Franchisees
Dogtopia enabled franchisees to deploy, fund and measure their own lead-generation campaigns within a common branding and messaging approach.
Dechra Revolutionizes Veterinary Product Marketing with Great Creative
Dechra's Pharmaceuticals created a campaign that targeted veterinarians and dog owners to help them understand Cushing's syndrome — an often-undiagnosed, lifelong illness in dogs — and how to treat it using Dechra's Vetoryl.
As we celebrate National Pet Month 2024, we're reminded of the special bond between a pet and its owner. Through innovative marketing strategies, pet brands can use May as an opportunity to meet the needs of existing and potential pet parents. Whether it's promoting adoption, enhancing mealtime with premium dog food and treats, or playing with cat and dog toys, the pet industry should continue to explore creative approaches for enriching the lives of our creaturely companions.
The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.
Morgan Strawn is a director of editorial and content development at ANA.
