The Concept:
The holiday season is a time of cheer and festive designs. For this personal project, I wanted to capture that holiday joy and apply it to an existing brand. Inspired by Caribou Coffee’s Christmas packaging and Target’s Wondershop, I chose to redesign Chewy’s holiday campaign.
The Ask:
Launch a holiday campaign that builds on the established Chewy Claus brand. We want to invite pet owners to submit a holiday wish list for their pets, then select and surprise a few with a granted wish. This will create compelling, heartwarming content that reinforces the deep bond between people and their pets.
The Insight:
Pet owners spend over $136 billion annually, treating pets as integral family members who deserve holiday gifts. Many pet owners face financial challenges, with 43% struggling to afford care and 37% going into debt. A surprise from Chewy Claus would be a deeply meaningful gesture.
The Solution:
The solution is a new holiday campaign built on storytelling and refreshed visuals. The campaign will invite pet owners to submit wish lists, celebrating the fact that pets are a core part of the family and creating lasting holiday memories.
Link to the existing Chewy Claus 2024 Campaign:
chewy.com/education/dog/general/chewy-claus-wishes
