After a detailed media audit, reams of research, and a brand new strategy, we launched a quick pre-campaign to get things moving. “It’s In the Bag” got things moving so well, our online retailer, Chewy.com sold out of inventory in the first month. With such a solid foundation, we launched the full campaign and tagline, “Certifiably Better.”
True for everyone, and even more for our target demographic, music works as an organic mechanism for memory retention. So of course, we wrote a song. We don’t do jingles, but we do lay down the funk. Inspired by a Coachella performance, we called up some good friends in Denver and produced a song together. And a music video, mini-documentary, and 20-foot art installation in the middle of the trade show floor, launched at SuperZoo in Las Vegas.
The rest is history in the making. Pioneers in Pet Food. Together, We’re What’s Next.