Chewy Supports Nom Nom's 'Enrichment Magic' Digital Campaign
Nom Nom, a veterinarian-developed fresh dog food brand, has launched a digital campaign featuring singer, actress and dog mom Kristin Chenoweth.
About the Campaign
The “Enrichment Magic” campaign includes an exclusive Enrichment dog bundle launch at Chewy and leverages the retailer’s digital touchpoints. The campaign, which debuted on June 4, aims to redefine what it means to "pamper your dog" by spotlighting enrichment as an essential part of pup parenting, according to a media release from Nom Nom.
A key element of the campaign is a whimsical short-form video series, which debuted on Nom Nom's YouTube channel and will appear across its social channels. The videos star Chenoweth as the charismatic, playful "Enrichment Witch" who appears — often with a musical touch — to help dog parents “turn dull routines into joyful rituals and make mealtime magical,” per the release.
The series and campaign highlights enrichment as essential to a dog’s well-being — engaging their senses, mind and instincts — and it can start with a simple change to what your dog eats.
Chewy’s Exclusive Offering, Activation
As one of Nom Nom’s few retailer partners, Chewy received an exclusive, limited-edition Enrichment Kit. The bundle includes Nom Nom's gently cooked dog food and new Nom Nom Wafer dog treats as well as enrichment toys from Outward Hound and West Paw. These toys and food products also take center stage in several of Chenoweth's videos and will be prominently featured across social media channels throughout the campaign.
Also Read: Chewy's Retail Media Network Enhancements Target Loyal Subscribers
The Enrichment Magic creative featuring Chenoweth has taken over Nom Nom’s dedicated brand shop within Chewy.com and in the mobile app. The page includes a 30-second video display advertisement alongside promotional messaging, including “Worried, your dog is bored? So are 80% of pup parents.”
Additional support for the campaign includes a dedicated NomNomNow.com microsite, featuring links to buy through the brand’s DTC website as well as via PetSmart and Chewy.
