The “Goodest” Gift Guide
ROLE: Creative Strategy • Partnership Concepting • Creative Direction
THE INSIGHT
97% of US pet owners consider their pets family. But when the holiday shopping list goes up, the dog doesn’t always make the cut.
The strategy
Gift guides work because people trust curation over ads. So instead of pitching Chewy another banner campaign, we pitched them an identity: influencer-style gift guides that made pet gifting feel like a category, not an afterthought. The strategy was to put Chewy in the same gifting conversation as any lifestyle brand, using Fetch’s platform to close the gap between intent and purchase.
The work
Built across every touchpoint pet owners actually shop from:
• Curated gift guide content in an influencer-style format
• In-app media placement on Fetch
• A branded Chewy storefront
• A shoppable landing page on chewy.com