D2C Dog Food Market

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D2C Dog Food Market

Chewy's main value proposition is the range of products that they have to offer, and the many brands that they stock. Farmer's Dog's main value proposition is that their food is healthy, fresh and real. The advertising insights for Chewy, Farmer's Dog, Ollie and Jinx have been provided below.

CHEWY

Advertising Strategies Across Different Channels

Website

Social Media


TV

  • Chewy highlights their range of products in their TV spots. One of the recent taglines that they have used is "New Pet: All the Moments", to show that they have a wide range of products that can cater for a pet's different needs.

Digital

  • In their digital advertising, Chewy mostly focuses on the offers that they have on different products, the savings they facilitate, charitable endeavors that their customers get to be part of, and highlighting different holidays. They feature a picture of a pet in most of their digital advertisements.

Examples of good ads

  • One good ad by Chewy, as highlighted by AdWeek, is one in which Chewy has been sharing the joy of having dogs during the corona virus pandemic, which is a bleak time. The TV spot has the tagline "Pets Bring Us Together" and it features different pet owners video calling each other and sharing the moments that they are enjoying with their pets during the pandemic.
  • Another remarkable Chewy ad, according to Big Eye Agency, is the one with the tag line: 'Talk in the Park: Chewy's Free Shipping'. It targets people who are usually overwhelmed and offers them convenience by highlighting that Chewy delivers products in a box to consumers' houses.

Examples of bad ads

  • According to Reddit users, an example of a bad Chewy ad is one where they state "No one tells you what to expect when you get a dog." In this ad, a woman does not have anything for her new pet and she is wondering what to get for it. They say that it spreads the false notion that new pet owners know nothing about pets and they don't usually buy anything for them.

Value Proposition

  • Chewy's main value proposition is the range of products that they have to offer, and the many brands that they stock. This is highlighted in their different TV spots such as 'Chow Time' and 'Stoop Struggles', among others. It is also highlighted on their website, using the tag line "2,000+ Brands in Stock!".
  • All of their product marketing messages focus on one or more parts of their DTC value proposition which includes the boxing experience, easy delivery and cheaper products.

Positioning Strategy Description

FARMER'S DOG

Advertising Strategies Across Different Channels

Website

Social Media

TV

Digital

Examples of good ads

  • In their Facebook Ads, Farmer’s Dog used fast-paced videos with text overlays featuring various sizes and breeds of dogs eating their food. They used the tag line “Feed dogs food, not burnt brown balls,” a "Shop now" button that sent users to their website, and offered a 50% off trial. They used a consolidated ad set and targeted broader audiences in the US.
  • With these ads, they were able to grow their purchases by 57%, increase their purchases per ad set by 90%, and decrease their cost per purchase by 5% between September 5th to October 2nd 2019, as compared to the prior month.

Examples of bad ads

Value Proposition

Positioning Strategy Description

JINX

Advertising Strategies Across Different Channels

Website

Social Media

  • Jinx has a Facebook page, a Twitter page and Instagram page.
  • On their Facebook page, they advertise their products that are specially made around certain holidays (for example, National Peanut Butter day) and dog outfit inspiration. They also engage their followers in challenges and giveaways.
  • On their Twitter page, Jinx shares some of their media features from reputable media houses, new product launches, partnerships, funny pet quotes, short pet videos, and surveys for new dog formulas.
  • On their Instagram page, they share DIY videos, offers on dog products, giveaways, videos to help dog owners with their dogs, outfit inspiration for dogs, and cute dog pictures, sometimes with Jinx products.

Other Channels

  • Like actual pet owners, Jinx talks to the dog directly, making them the first-ever brand to do "Direct-to-Dog" marketing via various marketing networks.
  • Jinx sells its dog products via on-demand delivery service Postmates and also launched a marketing campaign with Overheard, that brought witty dog quotes to billboards across Los Angeles. Some witty quotes included “If you’re single in LA and don’t have a dog or do yoga that what the f&*k are you even doing?”
  • Jinx worked with a fitness class company Barry’s Bootcamp on a digital campaign primarily focused on how dog owners can incorporate their dogs into home workout routines.

Value Proposition

Positioning strategy description

OLLIE

Advertising Strategies Across Different Channels

Website

Social Media

Digital

    Examples of good ads

Value Proposition

Positioning strategy description

Research Strategy

We started our research by looking for two additional direct to consumer dog food companies other than Chewy and Farmer's Dog. We decided to look for lists of the top DTC dog food companies. We looked through various websites such as No Middleman, Force Brands and Amazon Pay. We chose Ollie and Jinx because they were mentioned in all these sources. We then went ahead to look at their different advertising strategies.

To get examples of good and bad ads, we looked through articles on advertising-focused websites such as Adweek, Facebook for Business, Ad Age and Big Eye Agency, as well as forums where different consumers state their opinions, such as Reddit, Lipstick Alley and Prime Timer Forums. For Chewy, we only found one ad that is widely considered bad after looking through the public domain. We were also able to find only one good ad for Farmer's Dog, and no bad ad for Ollie. Jinx is a relatively new brand, so there is not yet any public information on how its ads have been critiqued.
Sources
Sources