PetSmart Celebrates 'The Joy of Giving Back'
PetSmart is putting its charitable efforts in the spotlight this holiday season with a campaign dubbed "The Joy of Giving Back."
In stores, rack signs bearing the message encourage shoppers to help pets in need by:
- Making a donation at checkout to PetSmart Charities.
- Buying a bag of pet food to trigger a donation through the retailer's "Buy a Bag, Give a Meal" program.
- Taking home a pet from an in-store adoption center.
- Buying a Chance & Lucky and Friends toy, gift card or throw. The retailer donates 10% of sales from those items to PetSmart Charities and for a second year contributed 100% of purchases made on Giving Tuesday.
The Joy of Giving Back message also appears on window clings, as well as dump bins and pallet displays merchandising the eligible SKUs. Separate dump bins allow shoppers to donate their purchased toys to area children's hospitals. The retailer additionally is promoting its cause activities with a series of YouTube videos (see below) posted on Nov. 24 and shared on Facebook and Twitter. A social media campaign with Instagram celebrity Tinkerbelle the Dog supports.
Elsewhere in stores, gondolas, endcap headers, floorstands, power wing headers and dump rack signs use an "Oh Joy" message or generic holiday imagery to spotlight deals on products from brands including Mars Petcare's Greenies, private label Whisker City, Nestle-Purina's Friskies and Blue Buffalo Co.'s Blue Wilderness. Framed signs encourage shoppers to book holiday appointments in the grooming salon and endcap displays position aquariums from private label Top Fin as a holiday gift.
Earlier in the season the retailer heavily promoted its Black Friday sales with TV spots as well as video and display ads on websites including yahoo.com and petcha.com plugging deals on brands including J.M. Smucker Co.'s Milk-Bone and Purina's Tidy Cat. The retailer dedicated a six-page circular to the occasion, which it previewed with a series of Instagram updates on Nov. 14. The sales were available in stores from 7 a.m. to noon on Nov. 24, and online starting at midnight EST on Nov. 23. PetSmart further incentivized online purchases by waiving delivery fees, though in-store shoppers could bring their dogs in all day Friday for a half-price grooming service.