A more magical holiday guide for Pet Valu

Pet Valu teamed up with SJC to transform its annual Holiday Guide into a dynamic, mobile-friendly experience designed for today’s devoted pet lovers. Moving beyond the traditional static flyer, the 2025 guide brings the brand’s Feast On Love campaign to life through animation, interactivity and warm, festive storytelling, crafted to inspire both browsing and “treat-your-pet” moments.

From the outset, Pet Valu’s focus was on creating something more meaningful than a seasonal shopping tool. As Idan Dirman, VP Marketing at Pet Valu, explained to Strategy,  “We’re committed to creating memorable moments between devoted pet lovers and their pets. As we evolve our holiday content, we want to inspire pet parents to make the season even more special for every member of their family—two-legged and four-legged.”

Guided by that vision, SJC reimagined the guide as a scroll-friendly, interactive journey filled with festive bowls, gifting ideas, playtime picks and travel checklists. AI-assisted animation and surprise-and-delight touches add personality and charm, while integrated product moments and a QR code to the nearest store help make shopping—dare we say—a walk in the park.

SJC worked closely with the Pet Valu team to elevate the digital experience in ways that drive engagement, strengthen brand affinity and celebrate the joy pets bring to holiday traditions.

“Our goal was to make this guide not just useful, but meaningful for the devoted pet lovers who trust us to help care for their pets,” says Karen Or, Creative Team Manager for Pet Valu. “ I couldn’t be more proud of what the team accomplished.”

This holiday guide is the latest chapter in SJC’s long and wag-worthy relationship with Pet Valu. Over the years, we’ve helped the brand tell emotionally resonant stories across SJC Media’s platform, including the “Tails of Love” campaign with FASHION and “Catelaine,” a first-of-its-kind branded content collaboration with Chatelaine. These programs not only amplify Pet Valu’s brand narrative, but also deepen connection with passionate pet lovers across Canada.

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