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Creative StrategyPartnership ConceptingCreative Direction

Chewy Goodest
Gift Guide

Pets are family. So their gifts belong on the holiday list.

ClientChewy × Fetch
My roleStrategy, concepting, creative direction
Year2025
DeliverablesGift guides, in-app media, storefront, landing page
In the Fetch app The goodest gifts, one tap away. The gift guide lived right on Fetch's Discover page, where shoppers already browse offers, and led straight into a branded Chewy storefront. see it in action →

The challenge

Holiday shoppers plan gifts for everyone on their list, and pets rarely get a line. Chewy needed Fetch's shoppers to see pet gifting as part of the season, with a clear path from that intent to a purchase.

The insight

97% of US pet owners consider their pets family. The dog still doesn't always make the list.

The idea

Instead of a straight ad, we made curated, influencer-style gift guides that treated pet gifting as its own category and put Chewy into lifestyle conversations. Fetch in-app media, a branded Chewy storefront and a shoppable landing page on chewy.com carried shoppers from inspiration to checkout.

The goodest gifts start here: key visual with a dog in a red sweater and a cat, Browse Chewy button the key visual that ran across the campaign ↑

The results

54%of dog supplies sales driven by the Gift Guide
32%of cat category sales driven by the Gift Guide
3%click-through rate