Pets Are the New Kids: How Brands Are Marketing to the Modern Pet Parent with Yvonne Brossard | Season 4 Episode 6

Speaker A: Hey, Jen.

Speaker B: Hi, Brit.

Speaker A: How's Ms. Avery doing this week?

Speaker B: Oh, she is doing well. As you know, she has some health issues, but she's, um, she's doing well, thanks for asking. How's your, how's your boy Finn doing?

Speaker A: Um, Finn is as crazy as ever. Um, my cousin Finney, as we like to call him here in our household. Um, he's enjoying the weather change in New York, I'll tell you that. He's really, uh, he's not pulling to go back to the house quite as quick these days. The good news is we have an expert on today to talk us through our neuroses about our pets.

Speaker B: Oh, okay. Well, we're definitely neurotic when it comes to our pets, so keep, Keep going.

Speaker A: Yvonne is joining us from petco's comms office, and she will kind of be breaking down some of, you know, their internal work and what they're doing to bring pet parents to the forefront of everyone's mind. Um, I'm sure you've seen on social media across the board, from TikTok dances to matching Christmas outfits, pets seem to be really, uh, dominating the conversation right now. More so, um, than kids. I feel like, like, these days, the Christmas cards I'm getting are more filled with golden doodles than they are, you know, kids named Brayden, as they should be.

Speaker B: No, that sounds amazing. Um, all joking aside, I love this topic. I think that this is going to be really interesting, not just for us, but, but our listeners. So thanks for coordinating and, um, yeah, let's get to it.

Speaker A: The way people relate to their pets has completely changed. And honestly, it's changed fast. Pets aren't just part of the household anymore. They're at the center of it. They influence how people spend, how they travel, what they buy, and even how they think about health and wellness. And as that relationship has evolved, so is the way that brands show up. For marketers and communicators, this isn't just a category shift. It's a mindset shift. The old playbook doesn't really apply when you're speaking to someone who sees their pet as family. At, uh, the Pollock Group, we've seen this firsthand, both in the way brands are positioning themselves and in how audiences are responding. There's a much higher expectation for authenticity, for emotional connection, and for brands to actually understand the role of pets play in people's lives. That's exactly what we're going to get into today. We're joined by Yvonne Bursard, senior manager, Consumer and Public Relations at petco. To talk about the rise of the modern pet parent and what it means for brand strategy, communications and marketing more broadly. From the shift in language from owner to parent, to the way pet products now mirror human wellness and lifestyle categories, to how community and social media are shaping the space, we're unpacking what's really driving this evolution and what other industries can learn from it. Yvonne, thank you so much for joining us today.

Speaker C: Of course. Thank you for having me.

Speaker B: Well, as we talked in our intro call, Britt and I are both pet parents. Um, and they pretty much tower over our entire lives, and everything is focused on them solely. And you get that because you're also a pet parent. Um, so I want to hear a little bit more about that because I think we're seeing over, like, the past decade or so, a lot more people are opting to own pets over having children. Right. We've seen sort of that shift from I have a dog, I have a cat, I'm a pet owner, to people branding themselves as legitimate pet parents. So can you tell us a little bit just based on what you're seeing at Petco and your experience, what's driving that cultural change?

Speaker C: Absolutely, yeah. I mean, the pet and pet parent relationship certainly has evolved over the years. Pets have gone from the backyard to our beds in many cases. Um, and they are such an important part of so many lives. Right. So we're celebrating their birthdays, their gotcha days. We're including them in holidays from Valentine's Day to Thanksgiving to Christmas to Hanukkah. We're taking them with us when we travel. I think the shift is driven by a number of things. Uh, people are having less kids or having kids later in life, especially our generation. Uh, of course, we had Covid a few years back, and folks were at home more with their pets, really strengthening that human animal bond. And pets that give us so much, to your point, you know, they offer companionship, they give us mental and emotional support, a sense of routine, a sense of purpose. At Petco, we like to say pets are family. They've always been family. I know my little dog. Like you said, she's the light of our lives. She's the complete focal point of mine and my husband's life. And, um, pets are really extensions of ourselves and our lifestyles.

Speaker B: So.

Speaker C: So it's a really amazing shift that we've seen, for sure, expanding a little

Speaker A: bit on that shift. Um, how do you think that shift has influenced the way brands are communicating with consumers within the pet category?

Speaker C: M. Yeah, I think brands that do this well, really focus on the pet and human bond as that anchor point. Because like I said, so many pet parents, they want to take the very best care of their pets, but sometimes they don't know how. So products, services, guidance, education, all of those things, all of those offerings are proof points, you know, in that, in that pet and pet parent bond and how to take the best care of your pets. So really tailoring those messages to pets, individual needs like age and life stage, and then amplifying that storytelling across channels, across paid, owned and earned in a compelling way, I think that's the way to really get to the right audience and, and reach folks in a meaningful fashion.

Speaker B: Yeah, and I, I love that there's, I've noticed myself, um, there's a, a lot of change too, in how pet products or just how pets are marketed in general these days. Like 20 years ago, there weren't like pet costumes for Halloween, right? Like, you weren't going into like a Petco, and there's like now aisles and aisles of costumes around Halloween time. How, um, how do you feel that shift has branded us as pet owners now? Because we're seeing pet products mirror even like human wellness and nutrition and lifestyle. Can you tell us what you think from a PR marketing perspective about that evolution?

Speaker C: Oh, totally. I mean, the humanization of pets trend is a real thing. We've really seen it take off, especially over the last few years. There's anything and everything from fresh dog food, human grade food supplements, apparel, accessories. It makes perfect sense because like I said, Peter, pets are more and more involved in our lives and experiences than ever before. A few things actually come to mind. With Petco specifically, we have an owned brand called Ready. It's actually our fashion and lifestyle brand. They have everything from apparel and accessories to gear like collars and leashes and harnesses that are super high quality, they're durable, made from recycled materials, easy. Know they have this denim, um, jacket that when I tell you it feels and looks as good or even better than my own denim jacket that I love. It's really amazing what we've been able to do in taking those trends that are bubbling up in the human realm and, you know, seeing how we can bring that to life in the human, in the pet space. Something else that I love is the matching stuff that we have for seasonal, like holiday. So we've got these matching pajama sets. So we've got the onesies for mom and dad and then the onesie for your dog or your cat. So, you know, the whole Family can be Instagram photo ready for those holiday card photos. And we've even got matchback items, so, like a baseball cap for you and then a, uh, T shirt or a sweatshirt that matches for your dog. Things like that, I think really speak to folks and tap into that connection that I spoke about and that bond that we share with our pets. But at the same time, I think it's important to not alienate customers. Right. We want to serve all pet families regardless of budget. So making sure that we have offerings and messaging and storytelling, uh, at different price points, targeted toward different audiences, I think is. Is so important.

Speaker B: Brit, are you gonna do a little holiday card this year with a matching pajamas with Finn? That would be so cute.

Speaker A: M. I'm actually really proud to let everyone know that my dog and I have a pair of, um, matching onesies from Petco for Thanksgiving. Oh, they have little turkeys on them. My dog doesn't like wearing them all the time, but he love it.

Speaker C: I love it. Those matching, matching photos are just adorable.

Speaker A: So cute. It really. It kind of blurs that line between dog and family. Like, I'm just like, yes, this is my son in his pajamas.

Speaker C: Exactly.

Speaker A: Talking about, um, you know, kind of how you're reaching different audiences and all of that. Um, how do you think effective PR and earn media strategies differ from other industries for a Brett, a pet brand? You know, what are the special considerations and things of that? Sort of.

Speaker C: I would say that I fell in love with PR and comms primarily because of the writing, the storytelling, and the creativity. But what I've come to learn throughout my career, you know, starting out at, uh, an agency, working on a, uh, banking and financials client and a fast casual restaurant chain, to, you know, a boutique PR agency working on sports, smaller food and beverage wellness brands, to now working at a pet retailer and really rent, you know, even more than that, you could work at an airline, a fashion brand. Those foundational PR and comms skills are so transferable from industry to industry, which I think is so special. That certainly applies to the pet industry as well. But I do think that we're quite unique in that we're dealing with living, breeding creatures. So we do sit at this interesting intersection between retail and pet care or healthcare with not only the products that we offer, but also the services that we have. So grooming, dog training, veterinary care with our vet hospitals and our vet covaccination clinics. So when it comes to consumer pr, for example, it's been really fun for me, especially as a pet parent, to have the opportunity to really build and strengthen relationships with media who are pet parents themselves. You know, anyone who works in media relations, I think will. Will say our work is only as strong as the relationships that we've built. And I'm really lucky because pets are so, such a perfect way in. You know, I get excited when I get to know my media contacts, pets and their names and their allergies or if they have a favorite toy of ours. And, you know, I get so excited when they love our products and our services and we're included in an article roundup or they post on Instagram about how much they love their pet's new groom coming out of one of our salons. So I think all in all, uh, finding what it is about your brand, whether you're in house or at an agency, that you can really bond with people over and connect with people on that, that really pays off in spades when you're able to do it in an authentic and genuine way.

Speaker B: You know, I don't know, you say they're living creatures, but I really feel like my cat is human. I know that sounds weird, but I'm like, she could absolutely know what I'm saying. Like, I'll talk to her and she'll just look at me, and I'm like, yeah, you know what I'm saying? Like, you absolutely do.

Speaker C: Isn't it wild? They're so attuned to us and our emotions, and I. I feel the same way. I am like, my dog, she knows if I'm going through something stressful, if I'm excited, they are completely taken. Tapped into that. So, yeah, it's amazing.

Speaker B: It's so precious. I'm, um, also, like, kind of laughing a little bit before again about, like, the. The matching outfits with the pet owners and the pets. And I. I don't know about you guys, but, like, I think back to, like, Paris Hilton, you know, like the early 2000s, where she would have, like, a matching dress or something with her little Chihuahua or whatever, and Tinkerbell. Tinkerbell, that's right. Um, you know, like the Simple Life. And she'd be, like, captured by paparazzi, like, walking down Rodeo Drive with, you know, wearing essentially, like, matching clothes with her dog. And she kind of was like a staple of that, and we started seeing that, too. You know, she kind of branded reality tv. And now things today, you know, there's social media and there's digital marketing. So, Yvonne, how. How do you think that these mediums are changing the relationship between pet brands and consumers? Because I'm sure Petco, for instance, or any other brand, Right. Sees this trend of way back in the day of Paris Hilton, you know, shutting down Manhattan with her dog, thinking, oh, we, we could sell, we could definitely sell matching, matching outfits. So I'd love to hear your perspective on things that we see on digital and social media today and how you think that relationship, um, between pet brands and consumers has really evolved.

Speaker C: Yes, there are few things that people love more than showing off their pets online. I, uh, think people are naturally motivated to share pet content. And like we've talked about, pets are really one of those few things that connect us. So I think it really just presents this wonderful opportunity for pet brands to play and engage in this space. Space with like a treasure trove of, um, ugc. Right. So whether it's customers or press or influencers, and really ranging from these everyday relatable moments to birthdays and cultural moments and holidays and travel and more, there is so much out there that we can tap into. And I think it, it goes both ways. Right. Like you said, you know, we might see something in the social and digital space that we're like, okay, that's something we've got to watch. That's a trend we've got to watch. And then we're also influencing the trends as well with the, you know, the apparel, the matching stuff that we have. That's something that of course does really well online and it makes for like a really great Instagram worthy moment. So I think it goes back and forth and we're just so lucky to play in this space. Right. It's so fun. There's so much out there and I think it'll just continue to be, uh, interesting to see how it all plays out.

Speaker A: Kind of shifting from, you know, social media and that digital role. Um, what role do you think community, what role do you think community plays from online pet communities to, you know, experiential events?

Speaker C: Right. I think there's definitely been a resurgence of experiential events and a desire from people to have a shopping experience that's really more than transactional. You know, uh, a seamless online experience is, is table stakes. But people really want more in real life, especially our pet families. They want to come in with their dog and touch and feel products. We see families with kids coming in on a Saturday afternoon and really making an excursion and a day out of visiting a Petco and taking their kids for the fun scavenger hunts that we have and interacting with the live animals, feeding the fish, all things that you can't do online. So what I love about our Petco stores is that they really act as these community hubs where pet families are coming in. They're building relationships with the store associates, the trainers, the groomers, the veterinarians and with each other. Right. Like if I'm a really passionate cat mom and I meet another passionate cat mom, that's an opportunity to connect and meet other people within the community that share your same interests and have pets as well. So you know, we have all types of events at the stores like free puppy playtime and adoption events, seasonal activities, things that people get really excited about to actually come in and not just shop and you know, pick up their latest dog food and supplies, but actually have fun and meet people and connect, which I think is so awesome.

Speaker B: I think that yes, and all of that is really interesting. And the pet industry I think absolutely nails its marketing because you are so in tuned with emotional marketing and knowing your consumer base and that's really important. And a lot of our listeners are PR marketing professionals across the board, other industries and verticals. For somebody that's outside of the pet industry, what lessons can they learn from the way like Petco, for instance, build builds loyalty and that emotional connection because they're. Yeah, pets are a very easy way to tap into that. Right. Everybody loves their pet. It is a family member, as you said. But I feel like that any industry can somewhat replicate that if they know how to. So what would be some advice that you would give younger marketers that are in another industry like beauty or whatever, what advice would you give them to kind of replicate the type of marketing that you do to really make sure that you hit.

Speaker C: I feel that brand loyalty stems from a few things. I think it stems from emotional resonance, community and a shared identity or relatability factor. And of course things like personalization. Really making sure that you're adding personal touches to messaging, having that meaningful mission and those values that people can rally behind. All those things help cultivate connectedness. So I would say starting with a solution to a, uh, consumer need, not the other way around. Brands that recognize this really win in the space. So as an example in the pet space and what we like to do at Petco, you know, there's this fun side of pet parenthood. You both are pet parents, so you get it. Like pets enrich our lives. They connect us with uh, our community. Like I said, we like to call them the great equalizer. They're the best. But at the same time there is this not so pretty real Side to pet parenthood, too. There's the poop, the accidents, the vet appointments, the illness. I mean, even just this week for me, my dog was diagnosed with, uh, uti, and I had to take her to the vet. We had to put her on antibiotics. She had a bunch of accidents around the house. Um, so we really wanted to make sure we were taking good care of her because obviously, no one likes a uti. They're super uncomfortable, but it's not a very glamorous situation. So I think by tapping into both the love and the fun and the happy and this realness that is so relatable to anyone who is a pet parent really has helped us build. Build that brand relevance and affinity. So I think for folks outside the industry, again, finding what it is for you that you can connect with people over, that's authentic and genuine, that stems from a solution to a consumer need. All of that is gonna. Is gonna help a lot when it comes to actually breaking through with your customer base.

Speaker A: I come from a Petco house, um, and I'm not just saying that. My family has used petco for about 15 or 20 years. And maybe about 10 years ago, we had a super senior dog who lived to be about 15 or 16. And I remember we went into Petco, and this is leading into my next question, I promise. And one of the staff members had kind of clocked, like, my guy was kind of going a little slow and not as excited and, you know, was moving at his own pace, as we used to call it. We didn't know it was he Senior Dog Awareness Month, I want to say. It was November, and we left with a bunch of samples of, uh, I think it's hillside Science, uh, diet something, and a couple of other things. And they were like, go home, try this. Let us know what your dog likes, and come back and talk to us. And it was just a thing where it was the first time someone, like, had not only acknowledged that senior dogs also deserve to kind of live the best quality of life that they can as they age, but also kind of looked at him, asked me questions about, like, what he. What he was struggling with, and then had this great recommendation. And this leads into the question, you know, how do you. And how does Petco use PR to educate consumers and not just promote products, especially when it comes to pet health and wellness?

Speaker C: Yeah, I love this question, Brittany. And I'm so glad that you had a good experience and that they were able to take such good care of your senior pet. And it's so important not to forget about our senior pets. Right. Overall, pet parents want to take the best care of their pets, but they have questions. Things are going to come up that are unpredictable, that you don't see coming, that you don't always know how to deal with. And so what we've been able to do is actually position our experts at Petco, like our chief veterinarian, for example, for expert commentary opportunities with outlets like Folks, Forbes, Vetted, Business Insider, NBC, Select, Prevention magazine, the list goes on. These are topics that people really care about and that pet parents are curious about. They need guidance and education on. I mean, we've worked on so many different topics from holiday hazards, like what are the plants and the foods that are watch outs during Christmas and Thanksgiving and Hanukkah that are actually really toxic for pets and that can pose a real risk. You know, to your point, Brittany, if you have a senior dog, what are those ways, those tools that you can use to make sure that you're tailoring to this life stage that they're in and making it as easy and as comfortable as possible for them as they are growing older? You know, what are the best training treats out there for your new puppy? Like if you have, uh, fickle feline, like what are those litter boxes that might be more appealing to them? These are all topics that we have weighed in on in one way or another. And we've created this flywheel over the years where the more that we put our experts out there to top tier consumer media, the more that they actually are coming to us, uh, to ask for our experts input and their advice and, and input on things. So that's been really beautiful to see and it's, to your point, so important to raise awareness for these topics and these questions that are so real day to day in pet parenthood.

Speaker B: What in uh, in your time. You've been at Petco for quite some time now. Can you tell us some of your favorite campaigns? Because like, working. Yes, there are, like you said before, there are the hardships of being a pet owner. There's them getting sick and passing and um, you know, the money that goes into that there, you know, it, for me, it, it's always worth it. But I can definitely understand why, you know, people take breaks and are like, I don't know if I could do this again. It could be really hard. But there's a lot of fun to owning a pet. So what are some of the most memorable campaigns that you've worked on or even that you've seen at Peco that you know, really gravitated towards you and you something you just really resonated with.

Speaker C: I think the first thing that comes to mind is seasonal and holiday specifically. I know we talked a little bit about it, but if you speak to anyone in retail, they'll tell you that holiday is like our Super Bowl. So over the years I've collected a lot of really incredible memories working on our holiday campaign and specifically, specifically our media and influencer events that we have hosted in New York around this holiday time frame, actually showcasing both our holiday collections and our Halloween collection as well. They've just been such great opportunities to connect with journalists face to face. Which especially you know, being out here in San Diego, California, not being in the hub of New York where so many of these journalists live, having that chance to meet with them face to face, catch up with them on what they're working on. You know, these are people who were emailing back and forth with throughout the year. So having that, that op to really catch up with them in a more human way, that's not um, just online typing back and forth is so special. Um, it's just been very helpful when it comes to relationship building and keeping Petco top of mind for coverage opportunities not just during the holiday season but year round. And we've been able to do some really fantastic things with our events in uh, creating these like engaging interactive activations. Like a giant advent calendar where event attendees were actually able to walk up and open the calendar window and pull out a toy for their dog. A big like farmer's market installation where we had different booths showcasing product and our experts and folks could actually shop around and pluck stuff off shelves. We've had amazing photo ops that have been great for influencers so those really stick out I think as some of the biggest memories. I'd also want to mention a couple others that are near and dear to my heart. Um, our Pet Cancer awareness and Mental health awareness month campaigns. Those were pretty big scale earned media led campaigns that we partnered very closely on with marketing and social, our uh, services and merchandise organizations. And I think they really resonated with people because they're such important and timely topics. I mean raising awareness for pet cancer, you know, signs and watch outs, the importance of early detection is just critical. And then mental health, you know, how to take the best care of your pet's mental and emotional health. Especially on the heels of COVID which is when we launched this campaign, that was something that was very real that people were struggling with. And even now, I mean my, my dog Orly, she still struggles with some separation anxiety because she was a Covid puppy and people were going back to work, they were going back to the office and, and that, like I said, that social and separation anxiety was really prevalent for so many pet families. And so spreading the word on, you know, how to make sure we're taking care of our pets. And we actually launched a social and separation anxiety dog training course online to help address this need with our consumers. And again, just raising awareness for different tools and education and ways that people can um, look out for the signs and help uh, their pets. So those were two really meaningful uh, projects that I think just again just resonated with people because of how timely and impactful those messages were.

Speaker A: We've talked about past things that you've loved working on and you know, your experience and all that good stuff to close us out. Looking ahead into the future of pr, where do you see the pet industry heading?

Speaker C: Oh, I would say that I'd see a continued blend of um, of all the things of PR and earned and marketing and brand social influencer partnerships, especially for people outside of the industry, I think they tend to get confused about where one ends and the other begins. But the truth is that we all need to work together and in lockstep for the biggest impact. So I think we'll continue to see a blending of all of those worlds. I would also be remiss if I didn't mention AI. I've been seeing some interesting data around AI and LLMs actually pulling primarily from earned media and PR. So news coverage, press releases, company corporate sites, things like that, really more than social and other owned channels, which I think is super interesting and it makes sense, you know, uh, in a time where misinformation is really running rampant, that third party validation and credibility that you get from earned media and from PR is one of the most powerful ways that brands can really build trust and drive that long term business value and impact. So hopefully what this means is a, uh, continued focus from businesses on PR and earned and the critical role that plays in this digital first world and making sure that we're showing up in algorithms that are really shaping conversations today.

Speaker A: I think what really stands out here is just how much this category is being driven by real emotion and real behavior, not just trends. When people see their pets as family, it raises the bar for how brands show up, communicate and build that trust. Yvonne, um, thank you again for joining us and sharing your perspective. This was such a fun and insightful conversation. Conversation. And it's clear this space has a lot to teach the rest of the PR industry. And to our listeners, whether you're in this category or not, the takeaway is simple. The brands that win are the ones that understand the emotional side of their audience, not just the transactional one. Stay curious, pay attention to where culture is shifting and as always, keep listening to our show for more insights and conversations like this. Till next time,