What we know about the new agency appointed to lead Fressnapf’s marketing strategy

Fressnapf Group has named Grey Germany as its new marketing agency. The collaboration, which began in January 2025, focuses on brand growth and omnichannel expansion.

The Düsseldorf-based agency will oversee creative strategy and brand communication, managing campaigns that will be implemented across multiple countries. The first results of this partnership will be visible from May 2025.

“This partnership is an important step in strengthening our brand position in Europe,” says Dr. Jens Pippig, Senior Vice President Customer Experience & Product Offer at Fressnapf and Maxi Zoo, adding, “They understand our brand’s DNA, and we are confident this collaboration will enhance our visibility and drive our omnichannel growth.”

Evolving marketing approach

The marketing agency also sees great potential in the partnership. “The company has a strong legacy and an ambitious future, which creates the perfect foundation for impactful brand communication from our teams in Düsseldorf and Hamburg,” states Heike Vollmeier, Business Director at Grey Germany.

This new partnership supports Fressnapf’s broader focus on digitalization and customer engagement. With over 2,000 stores across Europe and a growing online presence, the company continues to evolve its marketing strategies to meet changing consumer demands.

After 3 decades, the German pet retailer has recently updated its brand identity with a new logo, replacing the previous cat and dog food bowl logo with a petmoji of a smiling animal’s face.