The Challenge: 

Chewy needed a content overhaul for their mailers to make them more compelling for a millennial audience. Direct mail strategy was only aimed at existing customers, while this piece targeted new customers with new customer acquisition as a goal. 

The Ask: 

Get new customers excited about Chewy as the one place to shop for all their pet’s stuff. 

The Messaging Strategy:

The overarching messaging strategy was “Unbox Pet Happiness”, crafting the idea that a Chewy box is more than a box full of pet stuff. Chewy has so many value propositions, so I also needed a way to bring them all to the forefront with short, concise copy that would complement simple icons. Also, for people unfamiliar with Chewy, we needed to show “how Chewy works”, and emphasize one its main features “Autoship” (automatic deliveries of your pet’s stuff) in a seamless way.

The Work: 

I developed all the copy for the direct mail piece, working alongside the design team at Chewy.