PetSmart Throws a Cinco de Mayo Fiesta
PetSmart celebrated Cinco de Mayo by rolling out a limited-edition "Fiesta" line under its Top Paw private label and hosting a pair of events.
The line, which spanned pet apparel, bowls, toys and accessories, was stocked on gondolas in stores and earned a dedicated e-commerce page within petsmart.com. An April 27 email blast, a home page carousel ad, and Facebook, Twitter and Instagram updates promoted the line.
The retailer's Doggy Day Camp program ran a Cinco de Mayo play date on May 4, giving shoppers a themed picture of their dogs and a free ice cream treat. Facebook, Twitter and Instagram updates promoted the event.
On May 5, stores hosted a "Barkarita Fiesta," inviting shoppers to bring their dogs in for free samples from Halo Purely for Pets, Only Natural Pet and Solid Gold Pet. A feature in the digital version of PetSmart's April 30 circular, multiple emails ads, and Facebook, Twitter and Instagram updates supported.
The May 5 event was held as part of a "PetSmart Parties" series that the retailer introduced in March. Designed to drive trips, the events run once a month and kicked off with photos with the Easter Bunny on March 24-25. A "Planet Cat" celebration on April 21 offered shoppers the chance to meet adoptable felines and doled out samples, coupons and scratch-off games. Door clings and A-boards promoted the events in stores, with Facebook, Twitter and Instagram updates supporting.