PetSmart Gives Stella & Chewy's a Dedicated Place in Stores
What’s new: PetSmart has bolstered its selection of raw and natural pet food through a partnership with category leader Stella & Chewy’s, giving the brand a dedicated display fixture within most of its stores.
What we saw: A gondola in stores positioned the brand as “new at PetSmart” while making an emotional pitch to shoppers unsure about the premium product with a “feed them right, love them longer” message. The display stocks dozens of SKUs, including bone broth, wet and dry dog food, and a variety of raw toppers meant to supplement kibble. The display’s header demonstrates the ways the products can be mixed into food.
Additional support: The brand rolled out more than 80 SKUs to PetSmart U.S. stores and PetSmart.com in May before expanding the launch to Canada in June. A brand showcase on PetSmart’s website and a video in the PetSmart Kitchen YouTube series tout the benefits of raw food. PetSmart encouraged trial by hosting sampling events at select stores in June and October, promoting them on Instagram, Facebook and YouTube.
More context: Stella & Chewy, founded in 2003, has been aggressively seeking to expand its reach since debuting its first national ad campaign in 2022. The brand also launched at 200 H-E-B stores in May and at Target in August.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
