Pet Supermarket

Great stores. Quiet feed.

Pet Supermarket had everything a pet retailer needs offline: more than 200 stores across the Southeast, the brands pet parents trust, and a tagline that sets a high bar. We Speak Pet.

Online, it didn't. Posting was inconsistent, the content leaned on static product shots, and the voice was built for an older shopper than the Millennial and Gen Z pet parents now driving the category. Those people follow pets and creators. They don't follow circulars.

The Pet Supermarket team had seen our pet work for brands like Zesty Paws and brought us in through a competitive review to rebuild social from the ground up: strategy, content, creators and paid social, planned together every month with their marketing team.

Start with the pet parent, not the promo calendar.

We audited every channel Pet Supermarket owned, from Instagram and Facebook to TikTok, YouTube, Pinterest and X, and set it against what we know about pet owners from our own National Pet Owners Study.

Younger pet parents treat their pets like family and spend their scroll time with other pets, not with stores. So the brand had to show up the way they do: in video, in the language of each platform, and through the people and pets they already trust. That became a full social strategy covering goals, channel roles, content pillars, creator partnerships and paid support, with a monthly planning rhythm that tied every theme back to what the business needed to sell.

From product shots to pets with personality.

We moved the feed from static posts to video. A social-first photo and video shoot gave us a library built for vertical screens, and every piece was cut for the platform it lived on: quick and native on TikTok, polished on Instagram, useful on Pinterest, community-minded on Facebook. It didn't take long to show up. One of our first videos passed 16,000 organic views, with no paid push behind it.

Let the pets do the talking.

We built a creator program around the moments pet parents already celebrate. A brand ambassador roster of pet creators anchored the program, with seasonal activations layered on top:

• RAWgust, built around raw feeding month

• National Dog Day

• A new premium food brand launch in stores

• Holiday gifting and new-pet content, including the Pawliday Wish List

• Black Friday

Across the program, creator content earned a 5.51% engagement rate by reach. The holiday activation hit 8.64%, and our top-performing creator reached 10.18%.

Pointing the feed at the register.

Organic built the audience. Paid social turned attention into trips and carts. We ran Meta catalog retargeting and Advantage+ shopping campaigns to bring browsers back to products they'd viewed, supported vendor brand launches, and put local paid pushes behind new store openings.