Chewy

Live Client
Social Listening on Reddit/TikTok/Instagram – Became a regular reader of parenting blogs – Interviewed 8 people and their pets

Background
Chewy requested a social-first campaign that says they cover all the bases when it comes to pet care. Food, meds, toys, and vet guidance – all offered live, around the clock.

Problem
Chewy’s product ecosystem fulfills nearly every level of Maslow’s Hierarchy of Needs. All of them, except self actualization.

Insight
It’s not about what we can do for our pets, it’s about what they can do for themselves.

Strategy
When all their needs are met, what’s next?

See the brief here

Pet parents go to the extreme


Wellness trends have officially made their way into the pet space, changing the way parents think about their pet’s wellbeing.

We realized that people want their pets to thrive just as much as their own kids. The approach to care, education and enrichment was the same across the board.

People want the best for who they love the most.

We found that Chewy’s product ecosystem lined up perfectly with another popular parenting guide:

Maslow’s Hierarchy of Needs.

Maslow meets Chewy



You can’t own Maslow unless you own the top


No one in the pet category covers the bases as well as Chewy. Competing brands are too focused on making life convenient for the owner. No one thinks to ask what pets would do if they could chase their own dreams.

From food, all the way to training guides and 24/7 vet guidance, Chewy checks all the boxes from basic physiological needs to fulfilling their highest esteem.

In order to own Maslow’s model, Chewy needed to address the missing piece at the top: 
Self actualization. 


Chewy is the lifestyle brand for pets


In order to sell this idea, we needed to see what a world of pet self-actualization really looks like.

A world inspired by one question:


When all their needs are met, what’s next?








The Team: Anna Monnett (Designer) | Caleb Driesman (Copywriter) | Gabe Glassmann (Producer) | Malcolm Rose (Designer) | Max Dotson (Art Director)

Pets, Fulfill Your Destiny










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