PetSmart is heavily promoting the addition of Ainsworth Pet Nutrition's Rachael Ray Nutrish to its shelves.
Stores began stocking 70 SKUs from the premium pet food and treat brand on Jan. 17, with plans to grow the assortment to the widest brick-and-mortar selection of Nutrish products by mid-2018. A Jan. 8 Facebook update previewed the launch while a Jan. 16 circular feature offered $10 off a future receipt with a $20 brand purchase. TV and radio spots, and video ads on websites such as yahoo.com supported.
“We are thrilled to be the selected pet specialty retail partner to help expand this popular pet food brand,” PetSmart executive vice president of marketing and customer experience Joshua Kanter said in a media release. “We are focused on serving pet parents and helping pets in need, and new partners like Ainsworth and its Rachael Ray Nutrish brand help us to deliver the widest assortment of high-quality products to our customers – including products that give back.”
A portion of the proceeds from each sale of Nutrish is donated to The Rachael Ray Foundation, which funs animal welfare groups. PetSmart Charities and the Rachael Ray Foundation pledged to donate $25,000 to help needy pets during a Feb. 26 live Facebook broadcast with the celebrity chef, which celebrated the brand's 10th anniversary. Facebook and Twitter updates promoted the occasion.
The brand has traditionally been sold at supermarkets and mass merchants, providing shoppers with a premium pet food that didn't require a separate trip. PetSmart seems to be trying to bring those consumers back into the fold.
“Before we launched Nutrish 10 years ago, consumers were hard pressed to find a super premium brand of pet food that was convenient, affordable, healthy and enjoyable for their pets,” Ainsworth Pet Nutrition vice president of marketing Steve Joyce said in the release. “We’re excited to partner with PetSmart to make Nutrish even more accessible to pet parents throughout its more than 1,450 store locations across the country.”