Saatchi&SaatchiX, Walmart pet aisle reinvention: Pet Parent Academy
Working with a team at shopper marketing agency Saatchi&SaatchiX, we were tasked with reimagining the pet aisle at Walmart in a way that made the section more intuitive and appealing, and also made Iams the winner on shelf. A 360 degree rebranding effort for the pet section was envisioned, and Pet Parent Academy was born: an interactive resource, rivaling pet specialty stores, where pet owners can learn about pet ownership, customize purchases to their breed, and bring home all their adorable pet's needs at an equally adorable little price. The reinvention includes aisle redesign, shelving redesign (including an interactive kiosk and shelter donation station), a rewards program, new website (complete with "classes," and video tutorials), launch week events (like Pet Parent Matriculation Party and a mobile Pet Parent Academy school bus), free-standing insert, community outreach, and digital/social media efforts on Pinterest and Twitter. Key contributions: Copywriting, advertising strategy, concepting