All Posts

<i>Chatelaine</i> becomes <i>Catelaine</i> in first-of-its-kind branded content collaboration with Pet Valu

Written by

Chatelaine, named Best Lifestyle Magazine at the 2023 National Magazine Awards, is thrilled to announce a first-of-its-kind editorial integration with Pet Valu, Canada’s leading specialty retailer of pet food and pet-related supplies. For the summer issue, out today, Chatelaine transforms into Catelaine, celebrating the deep bond between Canadians and their feline companions.

The issue features a custom flip cover and unique editorial content dedicated to all things cat. Readers can find expert advice, stylish product recommendations and a heartwarming photo shoot showcasing adorable felines.

A joint execution by SJC Media’s branded content and Chatelaine editorial teams, this never-been-done 360-degree branded content program integrates the breadth of SJC talent and abilities to create captivating content for clients.

Chatelaine readers are pet lovers, so we knew they’d love a special issue that goes all in on cats, even changing our name and logo,” says Sasha Emmons, vice-president of branded and custom content for SJC Media. “This unique collaboration is a prime example of how SJC Media elevates branded content through the power of authentic storytelling. By weaving Pet Valu into the editorial fabric of Chatelaine, we’ve created an engaging experience that resonates with a passionate pet-loving audience, extending the reach and impact of the campaign. The entire SJC team has been so excited working on this project as it’s such an ideal match between the two brands, with endless opportunities for creativity—and cuteness!”

The 360-degree campaign includes:


  • Custom flip cover featuring a feline twist on Chatelaine’s iconic logo
  • Five pages of original editorial content, including custom photography, a special Editor’s Letter from editor-in-chief Maureen Halushak and her tortoiseshell cat Taffy, and a variety of unique editorial features covering feline home decor, toys, health, adoption and more.
  • A full-page Pet Valu ad


  • A dedicated Catelaine hub on featuring the print stories, behind-the-scenes videos from the photo shoot and curated product selections from Pet Valu
  • A custom nav bar on to drive readers to the hub
  • Social posts featuring behind-the-scenes footage and studio photography
“Every day in our stores across Canada, through our social channels and our marketing initiatives, we create memorable moments for devoted pet lovers and their pets by providing caring expertise and compassionate service,” says Idan Driman, vice-president of marketing at Pet Valu. “We’re very excited to collaborate with Chatelaine on Catelaine. This special edition, which celebrates cats and the deep bonds they have with their families, provides valuable resources for cat owners, and captures the playful spirit and unique personalities that make cats so special.”

This marks the second time Pet Valu has collaborated with SJC Media for a special editorial integration. In 2023, the Pet Valu x FASHION campaign promoted Pet Valu’s new pet wedding collection through a high-fashion photo shoot and branded content article.

Check out the Catelaine digital hub at

Full credits:
Art Directors: Aimee Nishitoba and Leo Tapel
Branded Content Editor: Elaine Song
Sales Representative: Susan Mulvihill
Project Manager: Michael Finley
Photographer: Carmen Cheung
Videographer: Hugh Read
Prop Stylist: Nicole Billark
Wardrobe Stylist: Chad Burton
Hair and Makeup: Wendy Rorong
Photo Assistants: Craig Bagol and Makayla Narcisse Oduro
Prop Styling Assistant: JQ
Pet Wrangler: Kathy Zubick

About Chatelaine
Chatelaine celebrates, inspires, informs and empowers an often-overlooked demographic: women aged 35+. Canadian women contain multitudes, and Chatelaine covers all of the issues—big and small—that matter to them, from climate change and caregiving to cannabis, Canadian fashion and what to cook now. In recognition of its compelling and authentic storytelling, Chatelaine was named Best Lifestyle Magazine at the 2023 National Magazine Awards. Chatelaine is owned and published by SJC Media, Canada’s largest publisher of trusted brands, with a reach touching more than 16.8 million Canadians.

About Pet Valu
Pet Valu is Canada’s leading retailer of pet food and pet-related supplies, with over 700 corporate-owned or franchised locations across the country. For more than 40 years, Pet Valu has earned the trust and loyalty of pet parents by offering knowledgeable customer service, a premium product offering and engaging in-store services. Pet Valu’s neighbourhood stores offer more than 7,000 competitively priced products, including a broad assortment of premium, super- premium, holistic and award-winning proprietary brands. To learn more, please visit

Media contacts
For SJC Media:
Marta Tsimicalis
Director of marketing and communications for SJC

For Pet Valu:
Katherine Clark

Share this post