Social Soup adds PETstock and Bellamy’s Organic to client roster

by Mediaweek

Posted on 27 March 2023

Katie Palmer-Rose: “We are thrilled to be working with these two market-leading brands on two comprehensive and integrated campaigns”

Social Soup has announced the signing of new partnerships with pet retailer PETstock and organic baby food brand Bellamy’s Organic.

In a 12-month brand awareness program, Social Soup will support PETstock (which is owned by Petspiration Group) with an always-on, integrated creator strategy. The campaign will aim to drive ongoing brand awareness and education by onboarding key “petfluencers” to become PETstock ambassadors.

PETstock is and Australian pet food and accessories retailer with a network of 276 stores, 58 vet clinics, 162 grooming salons and a loyalty program with more than two million members.

Social Soup is also partnering with Bellamy’s Organic for an integrated six-month campaign utilising social influencers across all “tiers” supporting the brand to drive education, advocacy and consideration to parents in the category.

Bellamy’s Organic is a premium Australian infant formula and baby food brand/producer. Bellamy’s Organic was founded in 2004 by an Australian mother based in Tasmania, Australia. Her founding mission was to make simple, nutritious, organic food and infant baby formula, free from all the bad stuff.

Katie Palmer-Rose

Social Soup Victorian sales director, Cara Norris, said: “It is exciting to be broadening the horizons of just what social as a marketing channel can achieve.

“We recently kicked off Petspiration Foundation’s National Pet Adoption Month, with creators driving awareness of pet adoption. The Petspiration Foundation has already helped re-home over 19,000 rescue pets across Australia and New Zealand, and we’re proud to be a part of such a good cause.

“Bellamy’s Organic is known for high-quality, nutritionally balanced and delicious baby food and we’re excited to help bring its products happy to more families who want the best for their little ones,” she said.

Social Soup managing director, Katie Palmer-Rose, said: “We are thrilled to be working with these two market-leading brands on two comprehensive and integrated campaigns.

“We are proud of our unique position of being able to work with Pollinate, part of The Influence Group family alongside Social Soup, to leverage valuable insights and target the ideal audience for both PETstock and Bellamy’s Organic.”