Animals and Advertising: An Emotional Marketing Lever?

The main area in which animals are the protagonists of advertising campaigns is that of pet food and accessories. According to the Assalco Zoomark 2020 Report, the sector is riding a positive trend, recording an increase in turnover of + 2.8% compared to 2018 . ” In 2019 – said the President of Assalco Gianmarco Ferrari in the press release issued for the publication of the thirteenth Assalco Zoomark Report – the positive trend of the Italian market continued, guided in purchasing decisions by attention to the well-being of one’s pet.. For the 2020 market trend, due to the COVID-19 emergency, it is difficult to make a prediction.

The evidence in our possession shows, in the week of the national lockdown, a phase of hoarding for stock of pet food, on a par with what was done for the basic necessities of the Packaged Large Consumption for human use. Further evidence we have recorded is related to the sales channels. After the lockdown on the entire national territory, the owners turned to purchases in local shops, confirming once again the similarity between products intended for pets and those for human consumption ».

Among the traditional channels, advertising within the stores still plays a very relevant role, influencingthe 32% of the owners of cats and 28% of those dogs and passing the data relative to television (indicated respectively by 24% and 19% of respondents). Within physical stores, the display that offers the greatest feedback in terms of sales is the extradisplay , or the replica of the display of products already on the shelf in a different area of ​​the store with the aim of highlighting to the proposal conveyed.
To complete the presentation of the proposal there is the staff of the store, which in 13% of cases manages to influence the purchase by owners who have not already found information on the web or from a veterinarian. In terms of information channels,The Internet is an important source for more than five out of ten shoppers to purchase specialty foods (just think, as the report shows, that 52% of dog owners and 62% of cats are looking for information on the product to buy, but also advice, on the Net)….


The first macroscopic insight is that Italian brands on Facebook are not yet among the subjects capable of generating more engagement: their engagement rate is 0.62% , on an average that for verified profiles and official Facebook pages is 0.53 in Italy. %. In an ideal “podium” of subjects capable of generating more engagement, in short, Italian companies would be third after celebrities (for which the average engagement rate is 0.69%) and a category of profiles that Socialinsider defines as ” Society “, corresponding to those of public figures and subjects (0.65%).

The last two categories, in particular, would have gained in engagement starting from March 2020 and with a peak in the following month, when the engagement rate would have risen to 0.85% for what the company calls ” Celebrities ” and to 0.81% for the ” Society ” profiles , perhaps also due to the lockdown and containment measures of the coronavirus contagion. With most of the people at home in quarantine,

the time spent connected has increased and therefore the time spent on social media and well-known faces of the show and various public subjects have taken the opportunity to show themselves close to their communities, participating in initiatives for #iorestoacasa for example or using their social networks to give useful advice on how to face the period.