Industry News

Pet Valu Launches National Marketing Campaign to Raise Awareness of The Don’t You Want Me Project

National specialty pet retailer says The Don’t You Want Me Project is a natural partner and a worthy recipient of its giving back program

Today, Pet Valu launched a national, multi-channel marketing campaign to build awareness of The Don’t You Want Me Project a social impact photography project dedicated to showcasing the beauty and resilience of LGBTQ+ people, and the transformative impact their rescue dogs have on them.

“Pet Valu and The Don’t You Want Me Project are natural partners. We both nurture the unconditional relationship between pets and pet lovers and understand the transformative impact rescue pets can have, often making it difficult to tell who has rescued who,” says Tanbir Grover, Chief Marketing and Digital Officer, Pet Valu. “When we first learned of the incredible work The Don’t You Want Me Project was doing this spring, we immediately knew we wanted to contribute through our giving back program.”

Co-founded by Jack Jackson, The Don’t You Want Me Project provides a visual global platform for LGBTQ+ people and their rescue dogs to tell their stories through personal narratives and compelling images. Finding strength and purpose in the unconditional love, compassion and non-judgemental nature that is embodied in dogs, The Don’t You Want Me Project watches and supports the participants heal and transform.

“The Don’t You Want Me Project captures the transformation that happens when marginalized and often misunderstood individuals receive unconditional love and support,” says Jackson. “We are so grateful for Pet Valu for putting its support behind The Don’t You Want Me Project and helping to let all Canadians know about the important support this cause provides to the LGBTQ+ community.”

Launching today, Pet Valu’s national, multi-channel marketing campaign includes a two minute video along with shorter videos  featuring individuals from The Don’t You Want Me Project sharing their stories about how the project and their rescue dogs transformed their lives. The videos, which will be running on YouTube, CTV Video on demand, OutTV, and social media (Facebook and Instagram), were directed by award-winning director Angie Bird who is known for her captivating work, including Gillette “First Shave.”

Pet Valu is also launching a digital influencer program to highlight the unconditional love pets have for the individuals who love and care for them, and drive awareness of The Don’t You Want Me Project. Pet Valu has partnered with well-known influencers @allieandsam, @kristen_mckenzie, @tylerandtodd, , @mr.benfield, @lezseetheworld and @nanookfareal. The influencer campaign will run on Instagram through June 18.

Pet Valu supports a range of pet-related organizations through its giving back program, including Lions Foundation of Canada Dog Guides and hundreds of local animal shelters and charities in communities across Canada. It has also funded five rescue transportation and mobile health clinics for animal rescue organizations in Nova Scotia, Ontario and British Columbia. More details on Pet Valu’s partnership with The Don’t You Want Me Project and its giving back program can be found here.

About Pet Valu

Pet Valu is Canada’s leading retailer of pet food and pet-related supplies with over 600 corporate-owned or franchised locations across the country. For more than 40 years, Pet Valu has earned the trust and loyalty of pet parents by offering knowledgeable customer service, a premium product offering and engaging in-store services. Pet Valu’s neighbourhood stores offer more than 7,000 competitively-priced products, including a broad assortment of premium, super premium, holistic and award-winning proprietary brands. To learn more, please visit:


For more information or to schedule an interview, contact:
Katherine Clark
Beacon Strategic Communications

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