Chewy launches video campaign that vocalizes pets' inner thoughts

Chewy is launching a branding campaign that seeks to give pets a voice by expressing their inner monologues. The “Chatty Pets” campaign is designed to be humorous and relatable, expressing what pets are thinking in a series of short videos made for TV, social media, digital audio outlets, and more.

“If you are a pet owner, you are well aware that pets communicate without speaking. You may even have a specific voice in your head for what your pet sounds like. We tapped into that truth and applied it to one of your pet’s favorite moments; the delivery of their Chewy box,” said Bo MacDonald, Creative Director at 72andSunny Los Angeles, the creative agency working with Chewy on this project, in an organizational.

“Chatty Pets” will introduce the audience to 5 animals with distinct personalities. Here’s how Chewy describes these characters:

• Joy is an excitable, cuddly cat with a flair for the dramatic. She makes the rules in her household and knows what she wants. Her adoring pet dad luckily knows too and makes her checkout cart dreams come true.

• Lenny and Leroy may be opposites, but these iconic bunnies are best buds. Lenny is the excitable optimist, and Leroy spends most of his days keeping Lenny out of trouble.
• Giorgio, a 3-lb chihuahua with an ego 10 times his size, and Ralph, a 200-lb gregarious fellow, are an unlikely canine duo. The 2 have a very different take on a delivery from Chewy Pharmacy.

“All of us at Chewy are obsessed with exploring how pets think and how we can add more joy to people’s relationships with their pets,” said Orlena Yeung, Chewy’s vice president of brand marketing. “One of the most consistent and rewarding things we hear from customers is the enthusiasm their pets display when a Chewy box arrives. ‘Chatty Pets’ illustrates the purity of this reaction with warmth and playfulness that are true to the spirit of our brand.”

The “Chatty Pets” video spots can be viewed here:

• Chewy Chatty Pets: Joy
• Chewy Chatty Pets: Giorgio and Ralph
• Chewy Chatty Pets: Lenny and Leroy

The campaign builds on last year’s popular #ChewyChattyPets TikTok hashtag challenge, which encouraged pet parents to share what their pets were thinking.

Reference

Chewy debuts new campaign bringing us inside the delightful minds of pets. News Release. Chewy, Inc; January 31, 2022.