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How Zesty Paws Marketing Chief Used Disruption to Gain an Edge

The pandemic ushered in a wave of pet adoptions and the new head of marketing for Zesty Paws used the opportunity to “disrupt the firm’s marketing and drive significant growth.” So reports Forbes.

ZestyPawsThe brand achieved high double-digit growth last year and debuted its first commercial in January of this year. Its efforts caught the eye of Target and PetSmart and helped expand its distribution. Here are some of the highlights from a Q&A Forbes conducted with Zesty Paws’ marketing head Yvethe Tyszka:

  • “As a digitally native brand, Zesty Paws’ strategy focused on online growth and consumer validation… In early 2020, we launched with our first retail brick and mortar partner, Target. In September of 2020 we launched our second retailer, PetSmart, in selected stores, gaining national expansion by June 2021. Through bold packaging, consumer education, and treating our fans as concerned parents, we had a solid market lead in the pet supplements market.”
  • “I came onboard… as the brand was getting ready to increase category and brand awareness and dig deeper into consumer segmentation. That was the first task I tackled with the team, as we embarked on focus groups, social listening, and quantitative research, which we used to guide our audience definition.”
  • “The strong drive of the humanization of pets trend -90%+ of consumers see their pet as part of their family- draws a definite correlation between humans that take supplements and those that give them to their fur-babies, spending 4X+ what regular pet parents spend on pet supplements.”
  • “We have fully embraced consumer centricity and an omnichannel approach in everything we do and have crafted strategies defined by each of our consumer segments. This has allowed us to provide content that resonates with pet parents of all types”
  • “Always listen to your consumer and remain flexible to adapt to how they change.”

Read the full article from Forbes.

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