As it entered the pet category for the first time last fall, BuzzFeed’s Tasty gave Petco an exclusive launch window for its Pet by Tasty line before expanding the new offering to Target this spring.
At Petco, Pet by Tasty natural dog treats receive prime secondary merchandising space on a dedicated endcap carrying the message, “From America’s most followed kitchen to your favorite pup.” The endcap is dressed in a signage kit employing the same shade of blue as the treat packaging, creating an eye-catching destination within the Petco stores.
The retailer plugged the line in its October circular (a marketing vehicle that has now been paused or discontinued at the pet retailer) with a “Buy one, get one 50% off” offer for Pals Rewards loyalty cardholders good on eight- to 17-ounce bags of Pet by Tasty crunchy “biscuit” dog treats. The feature included “New!” and “Only at Petco” bursts. Tasty also supported the launch at Petco with social media activity in October and November.
Last month, Petco incentivized purchases of all dog treats and chews by offering Pals Rewards loyalty cardholders a free fourth item with purchase of three. A “Mix & Match” sign affixed to Petco’s Pet by Tasty endcap touted the offer.
Path to Purchase Institute editors first spotted the Pet by Tasty line at Target in the spring via endcaps outfitted with headers in stores. Multiple April Facebook updates from Tasty also plugged the line's availability at the mass merchant.
Pet by Tasty rolled out to the mass merchant just in time for May's designation of National Pet Month. Target unofficially tied in to the celebration by promising Target Circle loyalty members $5 off the purchase of $25 worth of select pet care products in store from brands including Pet by Tasty and Kong Co.'s flagship. A front-page May 9 circle feature feature plugs the offer, which is valid through May 15.