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 facebook.com and instagram.com. 

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.