Specialty pet retailer Pet Valu has launched a new campaign that’s all about encouraging people to put their pet at the helm of their next excursion.
The campaign centres around a digital travel guide consisting of a collection of stories and tips provided by Pet Valu’s own animal care experts, called “Let’s Go Outside.” The guide shows how Canadians can travel across the country with their pets while making exciting stops at pet-first hotels, campsites, parks, restaurants, shops and outdoor locales.
The effort builds on the same theme used in much of Pet Valu’s recent marketing, focusing on the “unconditional” love that pets and their owners share.
“Pet Valu understands the unconditional relationships pet lovers have with their pets and we’re committed to supporting and growing that relationship,” says Idan Driman, VP of marketing for Pet Valu. “Many pet lovers are looking for pet-first travel experiences, not just pet-friendly options … ‘Let’s Go Outside’ is a collection of their top tips and special, pet-first places to explore near their communities.”
The launch of the guide is supported through a multichannel campaign that includes OLV, in-store display and digital OOH in key markets, as well as appearances of Pet Valu animal care experts on talk shows across the country.
It is supported by Pet Valu’s integrated agency team, which includes Arrivals + Departures, Digital Journal Group, True Media, Beacon Strategic Communications and Tempo Digital.
Until March 31, pet lovers also have the opportunity to enter a social media contest for a chance to win one of 10 limited edition physical copies of “Let’s Go Outside,” with a unique chew-proof sleeve specifically designed for pets, and accompanied by a $100 Pet Valu gift card.
“We hope it inspires pet lovers across Canada to pack up their pets and head out on a memorable trip,” says Driman.
The approach of celebrating the unique ways owners and pets show love to each other has helped keep Pet Valu’s business strong as of late. Excluding last year’s acquisition of Quebec pet retailer Chico, system-wide sales grew 14.8% in Q4, with same-store sales growth of 11.8% and revenue growth of 17.9%.
The pet category as a whole was relatively resilient during the pandemic as owners were reluctant to cut back spending on their pets, something that may continue into ongoing economic situation.
According to a recent survey of 1,000 Canadian pet owners conducted by market research group Research and Markets, 65% say they are currently spending more on pet products than they used to, compared to 35% who said they are spending less because of economic conditions. The research also found that owners are taking a greater interest in what they provide for their pets, including greater awareness of animal welfare and sustainability, as well as more interest alternative pet foods, such as fresh and frozen options.
Strength in the category has, however, brought competition for Pet Valu. Canadian Tire, for example, plans to have PetCo-branded “stores-within-a-store” in 90% of its locations nationally by this summer. Pet Valu, for its part, is ready to compete: the company is expecting same-store sales growth between 7% and 10% for 2023, helped along by between 40 and 50 new store openings it has planned this year.
