Following a successful 2020, Jinx dog food is launching in Target and will be available in 400 stores. The brand has seen a 40% increase in month-on-month sales in 2021 and in its most significant marketing push, has launched a campaign that targets dogs by using 'barkboards' – mini-billboards placed at animal eye level. The barkboards are scented with a non-toxic amino acid-based formula that draws dogs to the billboard and prompts them to sniff, a tactic intended to win over the pet parents too. “There was an untapped opportunity to connect with the dog first, to differentiate our brand ethos, in hopes that dog parents felt our authenticity,” says Terri Rockovich, CEO and co-founder.

It’s no secret that the pandemic has led to an uptick in people getting pets with many considering them part of the family and vital to helping their mental health. Additionally, research suggests that 70% of pet parents define their success by being able to ensure their pet is as happy as possible and 62% say their top priority is their pet's happiness, even to the extent that 82% are planning to spoil their pets in 2021. With the pet space expanding beyond the usual offerings, brands that go above and beyond in their messaging and approach will likely grab the attention of pet owners in an already saturated market.