Chewy has so far received more than 280,000 letters, an increase of over 300% since last year. Like before, the brand has committed to donating a pound of food per letter to organizations housing pets in need, capping this year’s total at 300,000 pounds.
The company is promoting the program, which will run until Dec. 25, through social media, YouTube and email marketing, while highlighting special stories through targeted media to encourage more submissions. Yeung added that pet parents have shared letters on their own social channels, some of which have gone viral.
“We know pets love a surprise Chewy gift, which is a sentiment we captured in our holiday commercials – from a dog telling his mom to keep saving on more gifts to a cat sniffing out what’s in the box,” she said, expressing that the company hopes it becomes an annual tradition.
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