Research had shown that more than half of the Walmart shoppers who owned dogs were buying food for their pets at other stores, while many who did purchase at Walmart were choosing key competitors of Smuckers brands. 

 

Based on the notion that summer brings a change in the mindset of shoppers—an increased sense of adventure, exploration and spontaneity—we figured it was the perfect time to get Walmart shoppers to break out of their routines, including the way the bought in the pet food category. 

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Doggie Days of Summer came to life through an omnichannel approach using influencers, paid social media, and onsite Walmart media. 

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Using primary research and Walmart shopper data to target three segments of pet parents: the flavor fanatic who focuses on taste for their dog, the fueler, who is health and wealth and focused, and the nourisher who looks for a blend of quality and taste.

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• This program drove Walmart shoppers to choose smuckers brands over competitors at Walmart

• Helped grow the entire pet food category at Walmart

• It boosted the number of category trips for those already buying there

• Exceeded all their KPIs.

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