As Principal Creative Director, my first task at Chewy was to align the storytelling of $10B Brand under an official tagline, something that had eluded the company for 13 years. With the launch of “For life with pets”, the totality of Chewy’s messaging took aim squarely at the relatable truths of pet parenthood.
Our brand campaign was based on one simple truth — that every order on Chewy is a glimpse into a pet’s life. Whether it’s the food they eat, the toys they love, or the meds that keep them healthy. The result was a campaign construct that works for every aspect of our brand ecosystem. Here are just a few favorites of many more.
Food + toys
Prescription meds
Live chat
Holidays (Have your tissues handy)
This campaign did such a successful job conveying our e-commerce offering to consumers, that it created the need to expand consumer perception. Because Chewy is much more than just the foods, toys or meds your pet needs. Whatever question a pet parent has, Chewy can provide the answer. And we all know what happens when you ask a dog a question.