ClickZ Pet Products Newsletter - 10.10.2024

PLUS: Stryve Foods Launches High-Protein Pet Treats for Health-Conscious Owners

Author

Priscilla Soedarpo
October 10, 2024 • Estimated Reading Time: 8 minutes

Live From Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from AdWeek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Pawsome Bites 🍪

Bramble

Lewis Hamilton, a Formula One champion, partners with Bramble, a plant-based dog food brand, to promote healthier diets for pets. His dog, Roscoe, benefits from this diet, showing improved health. Bramble offers high-quality, vet-formulated meals, emphasizing sustainability and nutrition, aligning with Hamilton's advocacy for plant-based living.

Stryve Foods

Stryve Foods, Inc., a company renowned for its air-dried meat snacks, has ventured into the pet treat market with the launch of High Steaks. This new brand is designed to cater to the increasing demand for high-protein, human-grade pet treats, reflecting a broader trend towards prioritizing pet nutrition without sacrificing taste. High Steaks treats are primarily composed of air-dried beef, formulated to provide essential proteins and nutrients crucial for pets' energy, muscle development, and overall health. This initiative underscores Stryve's commitment to innovation in pet nutrition, aligning with consumer expectations for quality and health benefits.

Katie Brenner, Stryve Foods' chief customer officer, emphasized the company's mission to deliver treats that not only taste great but also enhance pets' health and happiness. The brand's tagline, "The Steaks are high, and your pet's health comes first", encapsulates this ethos. Available in flavors such as beef, beef and liver, and beef and sweet potato, these treats are free from artificial additives, fillers, or preservatives, ensuring a natural and wholesome option for pet owners.

High Steaks treats will initially be available for purchase directly from Stryve's website starting in October, with plans for broader retail distribution in the coming quarters. This strategic move highlights Stryve's ambition to secure a significant foothold in the pet treat market, leveraging its expertise in air-dried meat products to meet evolving consumer demands.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More Pawsome Bites 🍪

Pet food spending rose in 2023, driven by trends like vegan options and sustainability. Despite inflation, innovation continues with cultivated proteins and probiotics. Understanding customer values over demographics is key. Adoption rates fell in 2024, highlighting cost concerns. Pet owners increasingly view pets as family, influencing purchasing decisions.

iHerb is expanding its pet care product line to meet growing demand, offering supplements for immune support, skin health, and more. Their house brand, Charlie and Frank, provides affordable options. iHerb aims to partner with innovative brands to enhance pet wellness globally, reflecting industry growth and consumer interest.

Pet Valu is enhancing its subscription service using Ordergroove's integration on commercetools, aiming to boost recurring revenue and improve customer experiences. This collaboration offers flexible APIs, promotions, and analytics, supporting pet owners in Canada. The initiative reflects Pet Valu's commitment to providing seamless, omni-channel experiences for pet lovers.

The Supreme Court is deliberating whether federal courts can hear a class action against Royal Canin and Purina over prescription pet food. The case, initially filed in Missouri state court, raises questions about jurisdiction after federal issues were removed. The decision could impact future forum shopping practices.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Brands face "deal fatigue" as constant sales events pressure budgets and loyalty. To stand out, they innovate with exclusive products, tiered discounts, and added value like loyalty points. Despite challenges, Prime Day remains crucial. Adaptation is key in navigating this evolving retail landscape, ensuring sustained customer engagement and growth.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

ClickZ is a Contentive publication in the DTC Ecommerce division