From Blue Box to Broadcast News: Chewy is the Answer to Life with Pets
Chewy delivers. In more ways than one. Beyond its flagship delivery service, Chewy provides online and in-person vet care, online animal health resources (PetMD), and a 24/7 live chat. How do we get pet parents to know that through a social first campaign?
Problem
Strong awareness of Chewy’s flagship service has inadvertently pigeon-holed the brand as a “dog food company”.
Solution
A “news channel by pets, for pets” style social series - viewed by pet parents through Chewy's social media.
We leveraged entertainment to frame Chewy as the go-to source for accurate pet info and direct viewers to Chewy’s online services.
Chewy wants pet parents to know it’s the answer to all things pet, but it is currently stuck in a (blue) box. High awareness of Chewy’s flagship food delivery service has unintentionally pigeonholed the brand as “the dog food company,” limiting perception of its broader ecosystem of services, expertise, and support.
Reframing How Chewy Shows Up
To get pet parents to see beyond the blue box, we needed to remix Chewy’s social content and messaging strategy to transform brand perception from “a place to get pet food” to the go-to destination for trusted pet answers.
The Modern Pet Parent Dilemma:
Over the course of a pet’s life, owners face around
3,000 QUESTIONS
Pet parents are met with an abundance of answers online through social media, forums, and AI tools.
Not only are these resources impersonal, but they can also be contradictory and unreliable—causing confusion, frustration, and possible harm to pets.
It didn’t used to be this way…
It wasn’t always this hard to find answers.
There was a time when we had The Most Trusted Man in America.
Walter Cronkite, CBS Evening News
What if we made Chewy the most trusted source for all things pet?
PNN (Pet News Network) by Chewy is a news station “by pets for pets” distributed across Chewy’s social platforms.
By featuring real experts from Chewy and incorporating PetMD, Chewy Vet Care, and the 24/7 chat and hotline, Chewy’s non-food and toy related services are front and center.
Introducing PNN: Pet News Network
Live from the Pet’s Point of View
Evergreen editorial content can be easily transformed into engaging, bite-sized interview segments with real Chewy vets
PNN will feature segments where callers can have their questions answered by the host and a Chewy vet care professional, with a CTA calling back to the 24/7 chat
Followers will be encouraged to interact through featured comments and submitted videos
When we presented to Chewy’s creative directors, PNN landed as fun, unexpected, and strategically smart The team responded positively to how clearly it tackled the core perception challenge, while still feeling unmistakably, authentically Chewy.
The team:
Leah Silverman - Art Director
Ben Crispin - Art Director
Greg Patterson - Copywriter
Sam Grigsby - Copywriter
My Role:
Account Management
I organized initial category research and brand problem analysis, managed all client communication and team organization, crafted the pitch narrative, and ensured project alignment from start to finish.
Strategy
I dove into researching how pet parents currently seek out information, uncovering the risk and prevalence of pet misinformation then briefed my team to inspire creative concepts.
Production
Along with creating the props and managing set design, I ensured the design and production of PNN was justified from both a consumer and brand perspective. Choosing to create a puppet show with homemade cardboard props and an un-edited green screen gave the feeling of a pet’s POV, and the DIY nature of using Chewy boxes aligns with current Chewy social posts.
All props were designed by hand in two days!
Puppeteering
I tried my hand (pun intended) at puppeteering, playing and voicing co-anchor Tabby Hissinger.