Ep 161: Chippin Pet CEO Haley Russell on Crickets, Carp, and Global Warming
DTC Podcast · with Haley Russell · December 13, 2021 · 32 min
Summary
Chippin Pet CEO Haley Russell shares how their sustainable pet food brand, utilizing cricket and carp protein, achieved significant growth by strategically partnering with Petco and leveraging authentic content marketing. This episode offers valuable insights into brand differentiation, navigating novel product categories, and scaling a DTC brand through retail partnerships and PR.
Key takeaways
Prioritize strong retail partnerships like Petco to validate your brand and accelerate scaling, especially for novel product categories.
Leverage 'down to earth' content marketing to educate consumers about unique product benefits and build trust at the top of the funnel.
Utilize Public Relations effectively to build credibility, reach wider audiences, and clearly articulate your brand narrative and mission.
Emphasize your brand's sustainability mission and ethical sourcing to resonate with environmentally conscious consumers and differentiate in a crowded market.
Address consumer skepticism around novel ingredients through transparent education and by highlighting health and environmental benefits.
Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and Welcome to the DTC Podcast, I’m Eric Dyck Today we’re chirping with Haley Russell, CEO, and founder of Chippin Pet which offers all-natural dog nutrition with planet-friendly proteins including crickets. Chippin has created the perfect storm for growth with their timely product that dogs love, and that pet owners can feel good about (without actually having to eat bugs themselves) We cover: Crickets, the protein of the future Signing on with Petco The down to earth content that fuels top of funnel The Power of PR Climate Change Influencers Subscribe to DTC Newsletter - https://dtcnews.link/signup
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Work with Pilothouse - https://dtcnews.link/pilothouse
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Watch this interview on YouTube - https://dtcnews.link/video
Prioritize strong retail partnerships like Petco to validate your brand and accelerate scaling, especially for novel product categories.
What does this episode say about brand & content?
Leverage 'down to earth' content marketing to educate consumers about unique product benefits and build trust at the top of the funnel.
What does this episode say about retail & omnichannel?
Utilize Public Relations effectively to build credibility, reach wider audiences, and clearly articulate your brand narrative and mission.
What does this episode say about supply chain & operations?
Emphasize your brand's sustainability mission and ethical sourcing to resonate with environmentally conscious consumers and differentiate in a crowded market.
What does this episode say about dtc strategy?
Address consumer skepticism around novel ingredients through transparent education and by highlighting health and environmental benefits.
