‘Chewy Claus’ Is the Gift That Keeps on Giving for Pets

‘Chewy Claus’ Is the Gift That Keeps on Giving for Pets, Parents—and the Brand 

The program has seen a 300% increase in letter submissions since its debut last year 

This holiday season, ecommerce pet retailer Chewy has been in the giving spirit, fulfilling wishes for tens of thousands of pets across the country through its “Chewy Claus” program.  

But the popular campaign—now in its second year—has been a gift to the brand as well, providing it with real-life, heartfelt stories that have connected with an engaged community of pet parents and attracted throngs of new ones.

“Chewy Claus,” the retailer’s answer to Santa, began last year with “pets” submitting letters to a portal asking for treats such as food and toys. The brand fulfilled those wishes or donated a pound of food per letter to a nonprofit partner.

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Leslie Blount

Leslie Blount is an Adweek contributor who writes about marketing, brands and culture.