Key Brands Help PetSmart 'Stock Up' for Winter

PetSmart's big winter sales event garnered account-specific attention from three manufacturers.The retailer's "Stock Up and Save" campaign offered PetPerks loyalty cardholders up to 25% off thousands of products from brands including Blue Buffalo Co.'s Blue Wilderness, Mars Inc.'s Nutro Natural Choice, Colgate-Palmolive's Hill's Science Diet, Nestlé-Purina's Fancy Feast and Castor & Pollux Natural PetWorks' Organix. Running Dec. 30 through March 2, the effort also encompassed products from private labels Simply Nourish, Authority and All Living Things.In stores, pallet displays merchandising PetSmart-exclusive dog treats from Mars Inc.'s Dentley's carried a "Stock Up and Save" logo, which also adorned pallets for Authority. Additional campaign signage included endcap headers, in-line headers, stanchion signs, window posters and rack headers.Elsewhere, an endcap header promoted exclusive packages of Hill's Science Diet containing $10 PetSmart gift cards. A 15-second TV spot running locally and nationally promoted the SKU while promising up to $5 off select brand purchases as part of the Stock Up and Save sale. (See video below.) A circular flap in the retailer's Dec. 30 tab supported.Re-cuts of the spot pitched other deals, such as 25% off Sentry Pet Care's flagship brand and 40% off select SKUs from United Pet Group's Nature's Miracle. (See below.)In other collaborative activity, Purina provided a themed six-page circular distributed in stores that presented deals on Fancy Feast, Tidy Cats, Purina One Smartblend and Purina Pro Plan. PetSmart also used the theme in a four-page in-store circular promoting wet food from brands including private label Grreat Choice, Procter & Gamble's Iams, Purina's Alpo and Mars' Cesar. All prices were valid from Dec. 30 through Feb. 2.The sale also was promoted on the front pages of PetSmart's Dec. 30 and Feb. 3 circulars. A home page carousel ad on petsmart.com linked to an e-commerce page showcasing some of the participating SKUs. Other marketing support included Facebook updates and ads in multiple emails.

Key Brands Help PetSmart 'Stock Up' for Winter

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