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How can pet companies find their next big marketing angle through customer feedback surveys?

Pet food retail industry challenges

The pet retail industry is a competitive and highly saturated space where all businesses are chasing that one marketing campaign that will make pet owners stop scrolling, stop walking, and pay attention.

It sometimes happens that pet companies pour time and money into campaigns that look good on paper but barely move the needle. You might have a great quality product, but often the difference between a message that lands and one that flops usually comes down to understanding what your customers value.

That’s exactly what Freshfrozen for Pets, a Belgian company that develops, produces and distributes complete, freshfrozen diets for pets, did. With the help of a well-timed online survey, they turned customer experience into six focused marketing strategies, and the whole process was faster (and easier) than you might think.

The challenge: many campaign ideas, little certainty

Freshfrozen for Pets already had a strong base of happy customers. But when it came to planning their next round of campaigns, they faced the classic marketer's dilemma:

"Should we focus on our Belgian-made story? Price? Health benefits? All of them? Something else?"

Of course, there are many ways to generate marketing ideas. You can explore user-generated content, social media trends, or run competitor analysis. These all are great evidence-based approaches to designing marketing campaigns.

But Freshfrozen chose another route: they asked their customers directly. And in doing so, they discovered that even a simple feedback survey could uncover highly relevant, ready-to-use marketing angles. In the next section, we’ll show how exactly a Belgian pet food company turned everyday survey questions into concrete campaign ideas.

The Weavely survey approach

Pet food brand looking for marketing campaign ideas with the help of a customer feedback survey

Freshfrozen for Pets created an online survey in Weavely, mixing multiple-choice questions (to get clear numbers) and open-text answers (to capture authentic customer language). Thanks to Weavely’s AI-powered form generation and styling options, the team quickly put together a professional, on-brand survey.

They asked things like:

  • How often do you feed Freshfrozen?
  • Why did you choose it?
  • What stops you from using it 100% of the time?
  • How did you discover our brand?

On the surface, these questions look like basic customer feedback, but the trick is in how Freshfrozen framed and used the answers. The survey served a double purpose, as its insights can both guide product improvement and shape messaging for their target audience.

For example, feeding frequency revealed whether customers see Freshfrozen as a main diet or an occasional treat, which are two very different marketing angles.

Channels through which Freshfrozen for Pets surveyed their customers

Freshfrozen shared their survey through two main channels:

  • Email newsletter (7,341 subscribers)
  • Instagram (1,700 followers)

Interestingly, the most clicks and responses actually came from the newsletter! Instagram brought visibility but very few actual survey completions.

  • 139 clicks from email
  • 48 total responses

Lesson for other pet brands: if you already have a customer list, email is still your best bet for survey distribution. Instagram’s reach is nice for awareness, but click-through tends to be lower.

Learnings: from a feedback survey to concrete marketing campaign ideas

Freshfrozen for Pets product marketing

In this use case, we’ll share one of the six campaign ideas that Freshfrozen for pets developed from their survey data.

When asked why customers didn’t feed Freshfrozen exclusively, many respondents said they preferred to mix foods for variety. Some mentioned their dogs “like different tastes,” others believed “a varied menu is healthier,”, a few said their dogs thrived on a combination of Freshfrozen and kibble, and for some the barrier is the hassle of defrosting.

Main insight

Instead of insisting on exclusivity, like many brands do, Freshfrozen saw an opportunity to embrace flexibility. By showing that Freshfrozen works perfectly as a main diet or as a complement, they align with how customers actually feed their pets.

Campaign angle:

  • Messaging that normalizes partial feeding as still being a great choice for dogs.
  • Educational content explaining why dietary variety can be healthy.
  • Tips on how to balance Freshfrozen with kibble or other fresh foods.

By validating customer habits instead of fighting them, Freshfrozen positions itself as flexible, supportive and pet-first -- qualities that improve trust and encourage more frequent use over time.

Looking to create a custom form or survey for your pet brand?

Weavely is an AI-powered form builder that helps users generate high-quality surveys with smart questions and branded design. With no limits on forms or responses, Weavely gives the freedom to collect as much data as you need to make data-driven decisions. Weavely forms and surveys are easy to share, embed and even add as pop-ups on your website. And once the responses start to roll in, you can use its free AI survey analysis feature to summarize your data, find patterns and visualize it.

“Weavely made it really easy to build structured forms quickly. It’s intuitive, straightforward, and the end result looked great.”
Linda Bergh
Linda Bergh
Senior Customer Success Manager @ Younium