ClickZ Pet Products Newsletter - 10.03.2024

PLUS: GREENIES Uses AI to Let Dogs Write Reviews!

Author

Priscilla Soedarpo
October 03, 2024 • Estimated Reading Time: 5 minutes

Pawsome Bites 🍪

Dogster

Dr. Karyn Kanowski's article, "Kodah and the Sneaky Chicken: The Challenge of Feeding an Itchy Dog", delves into the complexities of managing food allergies in dogs, particularly her own dog, Kodah. Initially, Kodah's symptoms were mild but escalated to severe itching and scratching, prompting Dr. Karyn to investigate potential food allergens. After extensive trials, she identified chicken, beef, eggs, grain, turkey, and potato as triggers.

The article highlights the difficulty of finding commercial dog foods free from these allergens. Many premium brands, despite their claims, often include hidden ingredients like chicken flavoring. This led Dr. Karyn to explore alternative protein sources, ultimately discovering insect protein dog food. This novel option, composed of insect protein, sweet potato, and other wholesome ingredients, proved effective for Kodah, alleviating his symptoms without breaking the bank.

Dr. Karyn's experience underscores the importance of scrutinizing dog food labels and considering unconventional solutions for managing pet allergies. Her pragmatic yet optimistic approach offers valuable insights for pet owners facing similar challenges, emphasizing the need for critical evaluation and innovation in pet care.

GREENIES, in collaboration with Amazon, launched Smart Essentials dog food using AI to generate dog reviews. The campaign, featuring the GREENIES Dog Interpreter, allows dogs to "review" the food via the Amazon app. This innovative approach combines technology and marketing to engage consumers and highlight the product's benefits.

Poll Break 🗳️

Meta is enhancing its ad platform with AI-powered updates, allowing advertisers to customize objectives and measure incrementality. New API integrations with third-party analytics tools like Google Analytics and Northbeam aim to provide a more accurate picture of campaign performance. These changes are part of Meta's long-term optimization strategy.

In light of ad platforms increasingly partnering with third party measurement solutions, which of the following providers have you heard of?

Login or Subscribe to participate in polls.

More Pawsome Bites 🍪

BOOST Pet Food

Boost Pet, a fresh pet food company, is expanding into over 200 grocery stores, including Sainsburys and Tesco. Co-founders Liam Wylie and Patrick Nestel emphasize minimally processed, nutritious meals. Available online since May 2023, the brand offers various meat-based meals and treats, reflecting growing consumer demand for healthier pet food options.

Nominations are open for the 2025 AFIA Friend of Pet Food Award, recognizing leaders in the pet food industry. Submit nominations by Oct. 28 to Louise Calderwood. The award will be presented at the Pet Food Conference on Jan. 28, 2025, in Atlanta. Registration opens Oct. 7.

Purina is investing nearly $200 million to upgrade its Wisbech factory, enhancing technology, energy efficiency, and reducing carbon emissions. The investment includes hiring 40 new operators and upskilling over 600 employees. This initiative aims to ensure top-quality pet nutrition, support the local community, and minimize environmental impact.

Performance Platters 🍽️

Brands are leveraging holistic video strategies to engage consumers across multiple platforms, driving full-funnel business outcomes. By utilizing first-party data and diverse video channels, companies like PepsiCo and Lexus achieve significant increases in brand awareness, consideration, and conversions. Amazon Ads exemplifies this approach, offering expansive opportunities for advertisers.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions. Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

Brand websites remain crucial for the golden quarter, driving engagement and sales, according to Visualsoft's research. While social media is growing in importance, targeting the right consumers is essential. Newsletters and nostalgic Christmas ads also play significant roles, with nearly half of consumers driven by nostalgia.

ClickZ is a Contentive publication in the DTC Ecommerce division