Chewy | Chewy Luxe
Your pet is a part of the luxe life, too.
Background
Chewy is an e-commerce company specializing in pet products, providing pet owners with convenient online shopping, low prices, and fast delivery.
Objective
Acquire a new, untapped segment of the Miami market for Chewy.
Audience
HENRYs (“High Earners, Not Rich Yet”) aged 23–45 with no kids, living aspirational lifestyles. They have six-figure incomes, often with student debt. Image-conscious, socially aware, focused on status and perception. They value living big – even if it’s a “fake it ’til you make it” mindset.
Insight
Pets aren’t just companions; they’re stylish extensions of identity and status.
Problem
Chewy doesn’t align with the lifestyle HENRYs want to project.
Chewy's affordability and practicality are evident in its branding, product selection, and packaging, which lack the sophisticated aesthetic and premium appeal that luxury-focused consumers want.
Strategy
Make Chewy glamorous while remaining budget-friendly by introducing Chewy Luxe, Chewy’s affordable-luxury tier, featuring:
Designer-looking, high-end pet products
Premium, exclusive packaging
Refined online shopping and delivery experience
Role
Strategy & Copywriting
Client (Spec)
Chewy
Premium Products
These elevated, designer-inspired pet essentials align with the aesthetic and lifestyle aspirations of HENRYs, blending sophistication with attainability.
Exclusive Packaging
Premium textures, minimalist design, and high-end detailing communicate exclusivity – making every delivery feel like an unboxing moment worthy of social media.
OOH
Placed across high-traffic hubs like Downtown Brickell, South Beach, and Route 1, OOH connects with HENRYs amid their daily routines, maximizing visibility in Miami’s most aspirational environments.
Website
The Chewy Luxe landing page transforms the digital shopping experience into one that feels curated and premium, with clean visuals, elevated UX, and a refined tone.
Social Media
Strategic social storytelling across Instagram, TikTok, and Pinterest reframes Chewy as a lifestyle brand. Visuals and tone mirror luxury fashion and wellness content, inviting HENRYs to shop for their pets the way they shop for themselves.
