Pet Valu has found a new way to bring pets and their owners closer together by encouraging their inclusion in another important life milestone: weddings.

The brand has expanded its Bailey & Bella Celebrations line of products to include a new “I Do Too” collection for weddings, alongside new products in its birthday and “Gotcha Day” lines. The expansions – as well as a supporting marketing campaign – are all in response to a growing trend among Canadians to include their pets in significant life moments.

“Devoted pet lovers across Canada are incorporating their pets into an increasing number of important life milestones, from weddings to birthdays,” says Idan Driman, VP of marketing for Pet Valu, who adds that the collection – which includes everything from simpler collars and toys to full dresses and tuxedos – allows pets to be incorporated to an owner’s or pet’s comfort level, be they as a ring bearer or flower girl, or simply an observer.

The birthday collection, meanwhile, includes pet tank tops and T-shirts, plush accessories and toys, all on theme. And because many Canadians don’t know the birthdays of their pets – especially rescue animals – the retailer has also launched a “Gotcha Day” accessory and four new toys to celebrate the day that the animal was adopted, instead.

The expanded line of products is supported by a marketing campaign that will include a five-page feature in Fashion magazine’s summer print edition, a premium page on Fashion’s website, and across its social channels, as well as those of Hello!, Toronto Life and Wedding Bells. Pet Valu animal care experts are also participating in paid segments on national and regional TV talk shows, including BT Canada, The Morning Show, CTV Morning Live and more, sharing tips on how to integrate pets into wedding celebrations. Pet Valu will also use its own channels, including social, its website and its digital flyer, to promote the new collection.

The effort is the latest from the retailer to encourage Canadians to incorporate their pets into significant life events. Earlier this year, Pet Valu urged customers to put their pet at the forefront of their next vacation, while during the last holiday season it showed how pets could help make important memories at that time of year.