Lidl’s pet aisle got a makeover
And it’s aiming straight at the pet shops. A few weeks ago I wrote about Lidl merging Orlando, Coshida, and Zoofari into a single new pet brand. Last week I walked the aisle in Finland to see it for real. And here’s the before and after. What changed on the shelf:▪️ One main name: Max’s […]
The best launch from Lidl started with a social cause
Lidl’s Portugal‘s pet rebrand is the best launch I’ve seen this year, because it started with a social cause. A 1€ shopping bag just raised 270.000€ for animals in Portugal, a country where animal abandonment is very high. Lidl Portugal’s “Pa-tudo” bag (which means “a bag for everything” and “for the ones with paws”) gives […]
Tinder for dogs has existed since 2014. It still wouldn’t have found ours.
Last summer we adopted a companion for our dog, Soul. He’s very social, but at home he was just existing between walks. Finding the right dog for our family took us about 2 years. We first checked Finnish associations that rescue abroad since Finland has no street dogs, and this is where we live. We […]
Half of Lidl’s shoppers have a pet
Only 1 in 5 client buy pet supplies from them. So Lidl just rebranded its entire pet category. Lidl just retired its three own pet brands:> Orlando (dog food)> Coshida (cat food)> Zoofari (pet accessories) Most shoppers probably never noticed they were Lidl’s private labels. In their place comes one umbrella brand for dogs and […]
Cats are still the king of the internet
But also pets in general, and Meta knows it. The first few seconds of the ad aren’t about their newest glasses. Wait, what? All you see is a fluffy cat getting a head scratch.Another Whiskas (Mars) ad? No product or logo was shown at all at first. This is a very simple marketing formula, and […]
Dog and cat adoptions are dropping in Spain
In Spain, dog and cat adoptions just hit their lowest point since the pandemic.Last year, 285.720 dogs and cats arrived at shelters, but only 120.000 got lucky.That’s four out of ten animals found a home (Fundación Affinity, 2025) Three years after Spain’s Animal Welfare Law “Ley del Bienestar Animal” promised to cut abandonment, the numbers […]
The Dog Spa Collection, by Rituals
One of the trendiest cosmetic brands in Europe, Rituals, (with 200 stores across the Nordics), just launched “The Dog Spa Collection”. And that is not a throw-the-dice move and see what happens. I already talked about how Fiskars (probably the most international Finnish tool brand) did a similar move earlier this year, including pet care […]
Families keep demanding pet friendly getaways
Airbnb‘s latest data highlights that searches for trips with pets are up 30%, with solo travellers leading the surge at +40% (2025). That’s not just families planning around their pets. It’s every kind of traveller refusing to leave their companion animal behind. This validates what I’ve been tracking in my own 2025 thesis research:Pet inclusive […]
Three different pet friendly options in grocery shops
Last weekend, while I was passing by a mall, one supermarket (Kesko Group) caught my attention. I’d never seen this before: 3 different options for grocery shopping with your dog. But only 2 of the 3, in my opinion, actually count as pet friendly. I’ve written before about dog parking vs. dog trolleys in Finland, […]