DANIA BEACH, FL: Chewy has reimagined a Christmas classic to celebrate the impact pets have had on people’s lives during the COVID-19 pandemic.
The pet product retailer put its own spin on “‘Twas the Night Before Christmas” by writing an original poem called Twas the Year Our Pets Saved Us.
The poem begins: “’Twas the year full of questions, COVID and doubt. For months, we wore masks, indoors and out. Social distancing made us feel safe, but alone. Even our weddings were remote or postponed. While our kids went to school in ways unfamiliar, our own days and nights felt strained and peculiar. We binge-watched TV—the good, bad and terrible. In short: this past year was barely bearable.”
Chewy posted the poem, written by its in-house content team, on its blog on Wednesday. It will run as a full-page color ad in The New York Times on Sunday.
The company was inspired to pen the poem after hearing throughout this year from fans about the special role their pets played by providing love, solace and comfort, said Orlena Yeung, VP of brand at Chewy. She added that roughly 4% of U.S. households got pets this year.
Aside from connecting with pet parents. Chewy wanted to reflect on 2020 and the fact that everyone is experiencing relationships and traditions differently due to the pandemic.
“We wanted to reimagine something that is classic that we are familiar with, but make it contextual to what is happening in the world today; we thought it was an interesting take on new traditions,” said Yeung. “We produced it as an act of love to our customers. Our cornerstone is creating meaningful experiences for our customers.”
Chewy decided to run the poem in the Times because the brand envisioned families sitting around the table, checking out holiday stories in the newspaper, she added.
The brand also partnered with TikTok influencer The Cat Rapper to share the poem in three installments for his online audience. The Portland, Oregon-based influencer’s content often features his five cats accompanying him as he puts his rhyming skills on display for 1.6 million followers across TikTok, Instagram, Facebook and Twitter.
Editor's note: This story was updated on December 18 to clarify that Chewy's in-house content team wrote the poem.