People love their pets, and are very discerning and generous when it comes to the food, toys, and social media posts for their fur babies. So it makes sense that pet food is a product category where consumers want to go really deep to understand and connect with the brands that they buy. Premium pet food brand Blue Buffalo has a company branded podcast that helps strengthen these connections:
It's notable that the episodes with host Hilary Giorgi are partially about Blue Buffalo's food products, but a lot more about pet ownership more broadly. Recent episodes have focused on pet dental health, traveling with your pet, and a program for service animals for military veterans. They reinforce the culture and brand perceptions of Blue Buffalo without overemphasizing the company's product.
I listened to the recent episode about sustainability for pet parents, which is a good example of this overlap between consumer concerns and the brand. The guests were all experts from within the company, and it provided a platform to talk about the supply chain and production process that elevates their sustainability efforts as a differentiator.