Love has four paws! Mastering the art of pet food advertising🐶🐱

Joanna Pełech-Mikulska25.07.2024

The desire to own a pet is very high among Poles, and once they adopt a dog or cat, they devote a lot of attention to them, focusing on proper care, including providing appropriate food. The pet food market at the beginning of 2023 was estimated at over 730 million PLN! A large part of companies’ revenues is allocated to product advertising, which guarantees brand recognition and increases revenue. From this article, you will learn how to reach a pet owner and where to advertise pet food to ensure an effective advertising campaign.

🐶How much do pet owners spend on food?

The GFK Polonia institute mentioned in the first paragraph conducted a survey at the beginning of 2023, asking pet owners what type of pet food they buy most often and how much they spend on it. As a result, we learned that dog owners more often buy dry food, while cat owners prefer wet food. Additionally, we discovered the average monthly amount Poles spend on food for their four-legged friends.

Dog owners spend about 292 PLN per month, while cat owners incur higher costs, as this amount reaches about 393 PLN.

Of course, the quality of the food remains significant. Awareness of proper pet nutrition has significantly increased in recent years, as it is an investment in the pet’s health and well-being. Therefore, ready-made pet meals delivered to owners’ doors are gaining popularity—just like dietary catering. Orders can be personalized for the pet, taking into account its taste preferences and potential allergies to certain ingredients.

All of this stems from a change in attitude towards animals. A cat, dog, or even a guinea pig is not just for human pleasure, nor does it have to serve humans—it is an equal family member cared for as much as a partner, child, or oneself.

🐱Where to buy pet food and hunt for promotions?

Pet food prices increase year by year, and considering the last year, when inflation rose significantly, the cost of pet food is about 30% higher than the previous year. It is no surprise that Poles are looking for information about promotions. Most often, pet food is bought in discount stores and online shops, where there is a fierce battle for customers. Owners learn about promotions through word of mouth and advertising.

Where to plan a pet food advertising campaign?

When planning a pet food advertising campaign, one must first analyze pet owners’ behaviors. It is estimated that there are 8 million dogs and 7 million cats in Polish homes. Several million other domesticated animals, such as hamsters, rabbits, and parrots, are also kept. Owning more than one pet in a home is becoming more common. Despite this, pet owners do not spend all their time indoors—especially dog owners.

Dog owners, at least out of necessity, go for longer and shorter walks with their pets every day. This stems from understanding the basic needs of their smaller friends and meeting them. Therefore, a dog owner is a mobile person who spends a lot of time outdoors. They move not only around their neighborhood but also along communication routes that may lead, for example, to parks. In large urban areas, it is increasingly difficult to find a place that is not near a street. Therefore, pet food advertisements should be placed near roads, such as on billboards or posters at bus stops. However, what always catches the eye is bus advertising. Transit advertising is advertising placed in or on modes of public transportation or in public transportation areas.

Public transport vehicles can be fully wrapped, or one can focus on full-back advertising, which is located on the back of the bus. This form attracts the attention of passengers, pedestrians, and drivers passing such a bus. Besides, it is available 24/7, reaches many districts, and primarily ensures a very large audience.

The advertising message must, of course, be appropriately adapted to the conditions in which it will be encountered. The more interesting the form, the greater the interest it will attract. Advertising on buses should contain short and catchy slogans as well as an engaging graphic design. The average person who comes into contact with an advertisement on a bus will only be able to spend an average of 7 seconds on it. In such a short time, they need the chance to read everything on it and try to remember it. If the ad captures their interest, they will certainly look out for it again. Considering that pet owners also buy food online, it is worth including advertising on parcel lockers in your promotional activities.

At Be Media, our city transport advertising specialists know how to attract the attention of pedestrians and drivers. We offer comprehensive services in implementing OOH campaigns on various media types. We also help design advertisements, adjusting them to the media requirements. We provide access not only to ads located on public transport vehicles but also inside them. DOOH campaigns on LCD screens in buses, trams, or the metro can be launched within 10 minutes of approving the final advertisement design.

If we want to highlight the health aspects of pet food, trust, and other key values, we should place advertisements in locations where recipients have time to absorb them thoroughly, such as health clinics. Patients and their accompanying persons often spend a longer time there, creating ideal conditions for drawing attention to detailed information.

Advertising in medical facilities through the TV Pharma network is a modern solution that enables multimedia promotion of products. With millions of monthly contacts, the screens benefit both advertisers and recipients. Patients, visitors, doctors, and staff become either a direct or indirect target group, and the broadcast content enhances the patient experience while promoting products and services. Given the nature of the place and the profile of our target group, it is an excellent location to present offers directed at our four-legged friends.

Our agency has developed comprehensive educational and informational solutions for public and private medical clinics. We offer a full range of services for OOH, DOOH, and city transport campaigns across various media, tailoring advertisements to specific requirements. Campaigns on screens can be launched on the day the final ad design is approved.

Advertising pet food should be conducted on OOH, DOOH, and city transport media, where pet owners are most frequently encountered. Even active internet users use parcel lockers, which are also a proven advertising medium.

To effectively highlight the health aspects of pet food, trust, and other key values, it is worth placing advertisements in locations where recipients have time to thoroughly absorb them. Health clinics are ideal places where patients and their companions often spend longer periods, creating excellent conditions for paying attention to detailed information.

Our Agency’s Comprehensive Offer

Our agency has developed comprehensive educational and informational solutions using media in public and private medical clinics. We offer a full range of services for OOH, DOOH, and city transport campaigns across various media, tailoring advertisements to specific requirements. Campaigns on screens can be launched on the day the final ad design is approved.

🐶🐱In conclusion

Advertising pet food should be carried out on OOH, DOOH, and city transport media, as these are the places where pet owners are most often encountered. The key to successful advertising is reaching the right target group at the right time, place, and location. By utilizing various advertising media, we can effectively convey key information about the health aspects of pet food, building trust and brand awareness among pet owners.

We invite you to take advantage of our free quotation and individual consultation. Please fill out our contact form to get started.

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