“For their first-ever national brand campaign, we knew we had to go bold and candid with these spots to show exactly how raw pets can be — and why we simply love them for it," said Mark Gross, chief commercial officer and co-founder of Highdive Advertising, in the release. “We thoroughly enjoyed collaborating with the Stella & Chewy's team to bring this campaign to life and can't wait for what's to come."
The paid media strategy, developed and implemented by Exverus Media, employs advanced data and analytics to measure brand awareness, sales performance and online conversions of each media element. The “holistic” media strategy and approach was designed to rapidly grow household penetration and attract new consumers, according to Stella & Chewy's.
"Our consumer insight is that pet parents want shared experiences with their pets. So, the media placements had to support 'co-viewing' opportunities: think Animal Planet and Bravo, pet music playlists on Spotify and pet Reddit communities," said Tasha Day, vice president of Media at Exverus Media, in the release.