Valentino’s Garavani Rockstud Pet project has fashioned a range of accessories that include bags, sweaters, hoodies, collars, leashes and even pet waste-bag holders. The brand partnered with pet influencers to launch its foray into the pet world, with a selection of bags that could be customized with a portrait of any animal by the artist Riccardo Cusimano.

Petco’s premium lifestyle label Reddy launched its first flagship store in New York’s SoHo neighborhood in 2021. The Reddy store offers an elevated shopping experience for Millennial pet parents looking for high-quality, functional and sustainably made products. With a boutique-like atmosphere, the store includes a lounge area with Wi-Fi, charging stations, fitting stations, Instagrammable décor, and on-site product monogramming and customization.

Fuzzy, a digital pet telehealth company, acquired Dandy, a first-of-its-kind personalized pet supplement company in 2022 to build on the surging demand for personalized pet care and its own unprecedented growth. In 2021, Fuzzy witnessed a 533% increase in telehealth consultations and a 447% increase in e-commerce revenue. With the belief that there is no one-size-fits-all care plan, the brand is on a mission to provide customized supplement packs to consumers’ front doors.

Queer Eye celebrities Antoni Porowski and Jonathan Van Ness created a wellness-oriented pet food brand Yummers, as a result of their own search for tasty supplements for their pets during the pandemic. The brand offers mix-ins and functional meal toppers designed to round out a pet’s existing diet with ingredients that include Omega-3 fatty acids, biotin, zinc, and amino acids, meant to address issues around dry skin, joints and hips, dull coats, digestion and heart health.

Pretty Litter is a high-end brand of kitty litter that changes color based on a cat’s urine pH levels. The company, which has branding that largely targets Millennials and Gen Z consumers, claims that the product helps cat owners detect illnesses in their cats, like worms, metabolic acidosis or a UTI.

Dogiz, a British canine health-tracking app, has a feature called Dr. Poop that will analyze a pet’s stools for medical red flags that could require vet attention.

Plant-based DTC dog food brand Wild Earth created an uproar when introduced on US reality show Shark Tank in 2019, touting peanut butter dog treats as well as dog food made from dried yeast and vegetables. Billionaire entrepreneur Mark Cuban gambled on it, and the brand sold $12 million worth of plant-based dog food in the US in 2022, up 2,300% from 2019 – and not just to vegan and vegetarian consumers.

In Europe, Mars Petcare France has partnered with the supermarket chain Carrefour and implemented a new system so that pet parents can buy treats and food using their own containers. This initiative is part of the company’s goal of making 100% of its packaging reusable, recyclable or compostable by 2025.

Munich-based vegan pet food start-up VEGDOG raised €3.5 million last November with the aim of expanding its product portfolio and entering new European markets. The company, which posted €2.4 million in revenue in 2021, was expecting to double the numbers in 2022. VEGDOG’s range of pet food products promise to deliver the nutrients dogs need with a minimum pawprint. As reported by the brand, since 2018, its plant-based food has saved CO2 emissions equivalent to 7770 flights from Frankfurt to NY.

American Pet Toy brand West Paw produces zero-waste products, and incorporates innovation into its manufacturing mindset, looking for ways to continually improve durability, safety and sustainability. The brand introduced a collection of non-toxic pet toys, called Seaflex, from an exclusive blend of recycled ocean-bound plastic which is plastic recovered from within 30 miles of a coastline or collected from beaches, waterways and coastal areas.

Healthy pet food brand Grandma Lucy’s instills trust in pet parents via its brand origin story, centering around its founders’ own need for creating safe and healthy treats that their allergy-stricken pooch could enjoy. Not only does the brand work to provide sensitive pets with reliably sourced treats, it’s made giving back a hallmark of its brand value. Since its inception, its charitable project Pet RAK has donated over one million meals under the motto: Pets are more than just animals; they are family and all family matters.

The story of Dover is integral to Pure Earth Pets. The rescued puppy’s eco-conscious pet-parents embarked on a mission to live a more sustainable life, and found that green pet products were not easy to find (at the time). By creating a curated eco-friendly pet products platform, the couple used Dover to review and endorse their selections. Featured heavily throughout their website and social media, Dover also stars in a children’s book to teach kids about leading an eco-friendly lifestyle.

Premium dog food brand Jinx found that specialty store customer profiles aligned with the Millennial pet owner market the brand serves. After partnering with select retailers, Jinx realized how powerful those partnerships can be. After its initial foray in retail proved successful, Jinx flipped its business forecast in 2022, planning 60% of their business now via retail.

The online pet retailer Chewy uses its vast data on customers to demonstrate their partnership with customers at every stage of their pet’s lifecycle, even at the very end. When customers’ companions pass away, the company will refund money from unused food and send flowers along with a condolence note from the Chewy representative they spoke with. Chewy will also suggest customers donate the food to a local shelter. Chewy’s compassion not only illustrates how much the company invests in understanding their customers, but it also keeps them loyal.

Purina's Beggin' dog treats created a social crowdsourcing campaign that encouraged consumers to vote between two new dog treat Flavors. Sold exclusively at Walmart, the flavor with the most unique votes would become the newest product added to stores nationwide and on Walmart.com. Mega influencers Matt Slays and Zach Kornfeld, known for their hilarious social media content with their pups, became team captains for their favorite flavor with each posting TikTok videos encouraging followers to drum up the most votes. The multi-touchpoint campaign involved a website for consumer voting, in-store promotions and digital and influencer marketing.

Champion PetFoods wanted to drive fun & engagement in their Acana brand Instagram feed. Snipp helped Acana develop an Instagram contest where cat parents could upload a photo to Instagram and tag it with the program hashtag #blackcatenergy and the Acana IG account @acanapetfood. At the end of the campaign, the brand reviewed all photos hashtagged and selected a winner based on predetermined judging criteria.

For National Dog Day, Chewy introduced a digital-first #ChewyChattyPets campaign with a  TikTok Hashtag Challenge asking pet parents to bring their pets’ most entertaining inner monologues to life. To kick off the campaign, Chewy partnered with five official  TikTok Creators and provided a Chewy-original audio track to ignite the challenge with pet parents everywhere.  In less than 24 hours, the campaign garnered 578+ user submissions (amassing 695M+ video views), and a staggering 1.8B+ impressions on the branded #ChewyChattyPets hashtag during the 3-day campaign. The campaign had a long tail, as it increased followers by +10% month-over-month after the Challenge.

Purina debuted a 'Seasons Treatings' Holiday Vending Machine at a mall in Los Angeles in November 2022. The machine included a digital touchscreen that asked shoppers a few questions about their pets, to determine which treat Purina recommended from its owned brands. After the questionnaire was completed, a treat that matched the dog's or cat’s personality was immediately dispensed. Pet parents were encouraged to post photos of their delighted pets enjoying their treat on social channels using #PurinaSeasonsTreatings. Some of the photos featured on Purina’s own social media channels throughout the holiday season.

Petco’s first live shopping event combined a pet fashion show with a dog adoption drive hosted by actress and model Arielle Vandenberg. Petco and its charitable foundation donated $100,000 to the dog rescue organization that participated, while also building awareness of its pet apparel brands via a team that interacted with audience members in real time and promoted relevant products on the screen. The event was highly successful, reaching more than 900,000 people and increasing sales by double the cost of the event.

Petco's "It's What We'd Want If We Were Pets" platform offers support and resources to harried pet owners going back to office life, leaving their pets feeling fearful and stressed. Through a video campaign in which pets were played by people, the advertising led owners toward a dedicated Petco site for information and resources, including training courses designed by experts on keeping pets mentally healthy as they adapt to a home-alone daily routine.

Spot & Tango is a human-grade fresh pet food company based in New York, USA that sends personalized meal plans to pet owners via the DTC model. Spot & Tango focuses heavily on building a community of its customers via its ‘What the Pup’ platform, where pet experts, trainers, rescue partners and nutrition experts provide members access to expert advice throughout their pet parenting journey

Pet brand Bark repays customers’ loyalty through its pricing strategy. The company still has a handful of customers paying as little as $17 a month (the price of its subscription when Bark initially launched in 2011). Although some customers paused their subscriptions due to a period of high inflation, Bark has been able to maintain a 96% customer satisfaction rating and a 2.3 million active subscriber base.

Hagen wanted to drive loyalty across a wide portfolio in Canada. Some of their brands had existing paper-based frequent buyer programs at independent retailers that were outdated and had an arduous customer journey for pet parents and retailers. Snipp created a multi-brand Punch-Card Loyalty Mobile App where customers can take photos of receipts from purchases of products from any retailer to earn punches. Once the digital Punch-Card is completed, they earn a coupon for a free bag of pet food.

Paw Points phased out its outdated codes-on-pack reward program mechanism in favor of a receipt upload system that allowed members to earn points on any product purchase. With the goals of driving frequency and better understanding their customers, the program offers shoppers a seamless interaction, minus previous pain points. By simply uploading their qualifying purchase receipts to the rewards platform, they can access an extensive rewards catalog or even donate their points to their favorite shelter.