Stella & Chewy’s launches its first national marketing campaign

What started as a brand founded by a woman who cooked food for her two dogs in her one-bedroom apartment in New York almost two decades ago has now become a national contender in…


What started as a brand founded by a woman who prepared food for her two dogs in her one-bedroom apartment in New York almost two decades ago has now become a national contender in the pet food industry. pets. Based in Oak Creek Stella & Chewy’s has experienced double-digit growth since 2019 and is launching its first national marketing campaign today. The campaign will include television, print and web advertising. The company declined to disclose the cost of the campaign. The founder of the company, Mary Moody, is a Muskego native who ended up bringing her business back to Wisconsin in 2007. In 2015, the business moved to a brand new facility in Oak Creek, where David Campbell, chief marketing officer, said Stella & Chewy’s continues to grow aggressively. “During the pandemic of the past few years, American households have adopted about 23 million new pets into their families, so there’s been a huge increase. I think beyond that, during that time, more and more people are looking for truly authentic relationships, not just with humans, but with their pets,” Campbell said. ‘Oak Creek 140,000 square feet, which further improves food production and shipping. Over the past year, the company’s workforce has grown by 34% and management plans to further increase the company’s workforce by 21% over the next five years. Stella & Chewy’s currently employs over 600 people and 520 are local. Campbell said about 80-90% of the company’s products are made locally. Stella & Chewy’s is focused on creating raw, natural foods and the company has been able to capitalize on the growing trend among humans to want less processed foods. As humans increasingly treat their pets like family, they also want to feed their pets the best foods available. “We’ve seen 20% growth in raw pet food itself over the last couple of years and we’re seeing that growth pick up again, which I really think capitalizes on some of those trends,” said Campbell. Innovation is a key element of business growth. Stella & Chewy’s was at the forefront of creating freeze-dried raw foods and is now the category leader with a share of more than 50% of all sales, according to the company. Stella & Chewy’s has a three-year pipeline of new products. A new area of ​​pet food that should be hitting the shelves soon is called the “soft cooked” category. It is a frozen product designed to look like fresh human food. “We now have products that exist in all categories of pet food, from kibble to wet food to treats and when we think of innovation itself, we have a whole team that We’re always talking to pet owners to see if there’s a gap in the market that we can fill,” Campbell said. With the launch of her new All You Need is Raw campaign, Stella & Chewy’s hopes to highlight the growing importance pets play in our daily lives and how raw foods can play a key role in ensuring pets are taken care of. than ever for a campaign before.” The campaign itself is really going to drive home the benefits of raw natural and raw-inspired foods,” Campbell said. “Our ultimate goal, of course, is to have a positive impact on the lives of more pets and the lives of their parents.”

William L. Hart