Digital Pet Parent Opps: JustFoodForDogs hires CMO amid YTD spend increases (Score 59)

Sales lead: This hire will directly impact the company's marketing strategy & may lead to agency appointments. 

  • JustFoodForDogs (JFFD) hired Michael Parness as CMO in April 2023.
  • Parness joins from Ste. Michelle Wine Estates, where he served as CDO for just six months.
  • Prior to that, Parness was CMO of Outward Hound. 
  • In his new role, Parness is responsible for brand management, creative, digital, shopper marketing, and social media. 

Target demographic: Millennial dog parents

The company will likely:

  • Keep increasing digital ad spend
  • Diversify ad placement
  • Seek agency assistance

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

  • YTD spend: JFFD spent nearly $1.9m on digital display ads YTD, a significant increase from $698.7k spent in this channel during the same time period of 2022. 
  • YTD data: 242.4m impressions via Facebook (80%) and Instagram (20%). 
  • 2021-2022 spend: Full-year spend fell by 13% from $1.5m in 2021 to $1.3m in 2022. 
  • Ad location: It placed 100% of these ads directly onto and 

Agency analysis:

  • Opportunity: Contact the new CMO now to secure top priority.
    • I do not believe JFFD currently has an AOR.
    • It did work with Walrus on a campaign last year. 

Spend insights: Digital spend insights estimated by Pathmatics