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- CESAR's 'Love Like Crazy' Campaign | Pets and Trends Newsletter
CESAR's 'Love Like Crazy' Campaign | Pets and Trends Newsletter
PLUS: Private Label Pet Food Gains Traction
Zihan Lyu
June 11, 2025 • Estimated Reading Time: 5 minutes
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Welcome to Pets and Trends, your essential newsletter for pet product marketers and eCommerce professionals.
Editor’s Pick 🌟
 | Does AOV feel like a mystery? A new research report from Fospha reveals the key: consistent brand investment directly drives AOV and pricing power. Fospha's research, using Bayesian network modeling, reveals a causal link for the first time: brands investing over 5% in Awareness campaigns see AOV improve yearly. Unlock your brand's value. Read the full research and learn how to boost your pricing power. |
Sector Spotlight 🎥
EMOTIONAL BRANDING CAMPAIGN
Mars-owned CESAR's 'Love Like Crazy' campaign uses emotional branding to celebrate pet-owner relationships, enhancing pet food market engagement. This strategy appeals to 25 million dog parents by emphasizing canine companionship and ensuring their pets' wellbeing.
PET FOOD TRENDS
Rising pet ownership and escalating care costs drive demand for premium, nutrition-focused pet foods, highlighting opportunities to target budget-conscious younger demographics seeking quality.
PET RETAIL GROWTH
Pet retail franchises Pet Supplies Plus and Wag N’ Wash report double-digit growth, securing 15 new franchise agreements by mid-2025. This expansion underlines strong consumer demand, solidifying the brands' positions as leaders in a thriving pet industry. Engaging over 94 million U.S. pet-owning households underscores the importance of accessible and affordable pet services.
Optimization Hub ⚙️
INCLUSIVE MARKETING
Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.
SOCIAL MEDIA MARKETING
Pinterest's updated TransActV2 ranking model significantly enhances user engagement by analyzing 16,000 user actions, compared to the previous 100 actions, resulting in a more personalized experience. The model's improvements include a 2x increase in re-pin actions, 12.8% fewer Pin hides, and more diverse timelines, making it essential for marketers to revisit Pinterest as a potential platform for brand engagement. These enhancements underscore Pinterest's growing strategic relevance for brands seeking personalized interactions and higher user engagement.
ClickZ is a ClickZ Media publication in the DTC Ecommerce division