ClickZ Pet Products Newsletter - 09.12.2024

PLUS: Native Pet Supplements Expand Nationwide & Your Roadmap to Digital Marketing Excellence in 2024

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ClickZ
September 12, 2024 • Estimated Reading Time: 7 minutes

Specialty Bites 🍪

Target

Target is diving headfirst into the pet world with The Cuddle Collab, a collection designed by—you guessed it—fur-fluencers. Yes, you read that right. Target has teamed up with six social media pet stars to create a line of pet products that will make your furry friends the envy of the dog park. This move is a nod to the growing influence of creator culture, and it’s clear Target is all in, with reality TV-style social content and national ads featuring their Bull Terrier mascot, Bullseye.

Launching on September 21, The Cuddle Collab includes over 180 items, from pet essentials to matching accessories for humans. Prices start at a mere $3, making it affordable for the 70% of Target shoppers who own pets. The marketing campaign is designed to bring some much-needed levity to a divided nation, with a focus on the unconditional love of pets. Michelle Mesenburg, Target’s new senior VP of creative and content, believes this collection will provide the happiness and lightness people need this fall.

Target’s marketing strategy is evolving, with a five-part social series called The Pets of Tarjay, mimicking reality TV tropes. The retailer is also leveraging its influencer team to spread the word, featuring therapy puppies, fashion-forward dogs, and even a dog-and-cat duo. The campaign includes digital, social, and out-of-home ads, with billboards in pet-friendly cities and a custom Snapchat filter for virtual pet try-ons.

In a bid to win over millennial and Gen Z pet fanatics, Target is pulling out all the stops. After a rough patch last year, the retailer is back on track with a 2.6% sales increase in Q2. So, if you’re a pet owner looking for some retail therapy, The Cuddle Collab might just be your next obsession.

Czech pet-food company Vafo Group has acquired Austria's PetCo, marking its fourth acquisition since April 2023. This strategic move, involving an undisclosed fee, aims to enhance Vafo's presence in the DACH region. PetCo will continue operating independently, with a combined annual turnover exceeding $665 million.

Understanding pet food purchasers' values is crucial for effective marketing. Research shows that pet owners prioritise personal responsibility, trustworthiness, and experience. Addressing these values can yield a 12.5% return on investment. Experts recommend asking specific questions to uncover these values, ensuring targeted and successful marketing strategies.

Native Pet's science-backed pet supplements are now available at 1,500 PetSmart stores nationwide. This expansion aims to improve pet health and wellness with minimally processed, natural ingredients. The partnership aligns with PetSmart's commitment to pet care, offering innovative products for happier, healthier pets.

Petfood Forum 2025 calls for papers, emphasising sustainability's rising importance despite costs. The event highlights women's leadership, health-focused ingredients, and innovative product development. Partnerships and research presentations drive industry growth. Sustainability efforts benefit both the environment and profitability, with formulation software aiding in maintaining quality amidst changes.

BuzzFeed's article highlights 26 underrated pet products worth purchasing, including durable dog toys, window hammocks for cats, and meal trackers. Each product is praised for its unique benefits, such as improving pet health or simplifying pet care. The enthusiastic tone and detailed reviews make these recommendations compelling.

Nulo has appointed Eric Emmenegger and Jennifer Rottenberg as co-heads of marketing. Emmenegger will focus on retail and product marketing, while Rottenberg will handle consumer and brand marketing. Their combined expertise aims to drive Nulo's growth, leveraging recent product launches and marketing campaigns.

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Snapchat users in the US shop more frequently than Instagram users, with 16.3% making weekly purchases compared to Instagram's 8.2%. Despite Facebook's larger user base and annual purchase popularity, Snapchat's intuitive shopping features and short video content drive its success among younger consumers. Social media shopping is booming!

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