With seven in 10 homeowners being pet owners too, there are clear benefits for both Pet Valu and Re/Max to work together, which has led to a new collab.

The specialty pet retailer and real estate brand have co-launched “Moving With Pets,” a free digital guide with tips to help people transition pets into their new homes.

Idan Driman, vice president of marketing at Pet Valu, says the collab is a natural fit given how tough moving can be for furry family members. “By combining our expertise, we’re excited to be able to provide devoted pet lovers with practical tools to help prepare their home for sale and reduce the stress of relocating on their pets,” Driman says.

Anthony Volpini, executive director of marketing at Re/Max Canada, says that at the onset of the COVID-19 pandemic, it was apparent that people were buying pets in greater numbers, while spending on pets has continued unabated since then.

“Over 70% of Canadian homeowners have some type of pet in their house, crazy numbers,” Volpini says. He tells strategy that Re/Max courted category leader Pet Valu first, and that the two brands sharing agencies – Arrivals + Departures and True Media – also made the team-up a natural fit.

The “Moving With Pets” digital guide on the Pet Valu site includes advice on how to pack and plan for a move, preparing and showing a home, moving day musts, pet-proofing a new place and getting settled together. There is also guidance on how to move with a dog, keeping cats happy during a move and planning a long-distance move with a pet.

“Listing, packing, moving and settling into the new home is disruptive for people and pets alike, but thoughtful advance planning can make it easier at every step,” Volpini says.

Volpini says it is going after people with pets looking to move, and that it wants to signal to people that “Re/Max agents think of everything.”

Re/Max activated earlier this year, primarily to reach first-time buyers between the ages of 25 and 44 with an intent to underline the expertise the brand offers consumers, something Volpini has said gives it a competitive advantage.

The “Moving With Pets” campaign will be supported through a Breakfast Television integration, social media content, paid content, a contest, and Beacon supporting PR efforts. Re/Max realtors can also give away one of thousands of special pet-first “Welcome Home” gift boxes, which includes $200 dollars in pet coupons, squishy toys, chains that can be engraved with a pet’s name, and QR code access to the digital guide.

Despite only launching on Tuesday, Volpini says it has received “hundreds of requests” from realtors looking to include the pet Welcome Home as a gift to new home owners, perhaps as an added gift alongside the customary closing bottle of champagne.

This campaign isn’t the first time Pet Valu has tapped important life stages. Last summer, the  retailer expanded its Bailey & Bella pet-wear line to include a new “I Do Too” wedding collection, with people increasingly including dogs and cats in ceremonies.