Pet Supplies Giant Fressnapf Taps Grey Germany to Drive Strategy and Creativity

Following a multi-stage pitch, Fressnapf | Maxi Zoo has named Grey Germany its lead agency, tasking them with strategy, creative development, and all cross-border awareness and marketing campaigns. Succeeding Serviceplan, Grey will chart the creative course for the pet supplies leader, which operates over 2,600 stores across 13 European countries, in all markets and channels. 

According to Dr. Jens Pippig, SVP, Customer Experience & Product Offer, and Member of the Executive Management Board at Fressnapf, "This partnership is a crucial step in sustainably strengthening our brand position in Europe." He added, "Grey convinced us with a clear vision for our brand and innovative ideas that perfectly harmonize with our strategic realignment. Grey understood the DNA of our brand." Dr. Pippig concluded, "We are confident that this collaboration will not only significantly increase our brand perception, but also successfully further develop our omnichannel strategy."

Grey’s data-driven approach, which Fressnapf describes as integrating "all facets of modern brand management in an increasingly digitized world" to ensure seamless communication across all channels, was a particularly noteworthy aspect of the partnership. 

"We're absolutely delighted to be working with Fressnapf," said Heike Vollmeier, Business Director at Grey Germany. "It's a brand people truly love, and the combination of their impressive history and exciting future gives us the perfect springboard to develop powerful creative communication for Fressnapf from Grey’s Düsseldorf and Hamburg studios." 

Happier Pets. Happier People.

The first elements of the new communication developed by GREY Germany will launch prior to the end of the 2Q.