| Winner | Animates |
| Finalists | Asahi Beverages, Auckland Transport, ChristchurchNZ, Goodman Fielder, Lion NZ, Samsung New Zealand, Trade Me, Whittaker’s |
| Judges’ comments | “In a tough competitive environment, this marketing team has stepped up as a true strategic force for the business. They’ve brought brave, rigorously considered strategy to the table – and played a significant role in the execution. “This has driven strong business performances. Along the way, they’ve challenged convention, made bold decisions and stepped beyond the boundaries of their function, earning deep confidence right across the business. “They have evolved into a high-performing, empowered, collaborative team. They are a true strategic growth engine for the business. Strategy, execution, results, trust and team: the complete package.” |
This category is sponsored by MediaWorks.
Customer-driven marketing leads the pack
As competitors evolved, the Animates marketing team put their two and four-legged customers at the heart of the business, delivering real-world impact as well as commercial outcomes.
Animates’ marketing team can do it all. Led by general manager of marketing Nathalie Moolenschot, the 20-strong department bring together expertise across strategy, campaigns, digital, CRM and personalisation, ecommerce, studio and customer care.
The team’s role extends beyond a single brand. Alongside Animates retail, they oversee marketing for Animates Vetcare, which requires a medically aligned and compliance-led approach. They also manage two private label brands, each with distinct strategies to drive growth.
Managing such a diverse portfolio is no small feat. But the team’s biggest test came from navigating a pet industry undergoing significant change.
Over the past two years, a key competitor strengthened its position through acquisition by a major supermarket, enabling an everyday low-price model backed by the scale and reach of New Zealand’s largest loyalty programme.
Meanwhile, another competitor rapidly evolved from an online challenger into an aggressive physical retail player following private equity investment.
As supermarkets moved into premium pet nutrition and department stores expanded low-cost ranges, competition intensified and customer spend became increasingly fragmented. Yet the Animates team delivered strong commercial and customer outcomes. Here’s how they did it.
Paws on the pulse
The team established strong marketing discipline, embedding a culture of continuous improvement and using data and customer insights to guide business decisions. This elevated marketing into
a customer-led growth engine.
The Pawprint Petition, winner of the 2025 YouTube NZ Marketing Award’s Best Overall Marketing Campaign, demonstrated the impact of this approach.
The initiative rallied customers and stakeholders behind a petition advocating for fireworks regulation to better protect pets. It gathered more than 170,000 signatures and led to a formal submission to Parliament, which is now progressing through the Select Committee process. The campaign united the business behind a shared purpose, generated significant earned media and helped Animates stand out by championing an issue that deeply resonated with its customers.
This customer-first mindset also shaped how Animates evolved the shopping experience. The business became the first New Zealand pet retailer to offer two-hour delivery, turning its store network into a competitive advantage. It also improved its website for customers, redesigning the layout and introducing a product finder.
More than marketing
Animates’ customer-centric strategy went beyond marketing the brand – it helped reshape the direction of the business. By continuously seeking better ways to deliver for customers, the team gained a deeper understanding of how they shop across categories, what products they buy together and where new opportunities could be unlocked.
This has led to smarter promotional mechanics and more targeted approaches that increase total basket value rather than eroding margin.
Underpinning this success is a distinctive team culture grounded in humility, hunger and ownership.
In a market where competitors entered with modern tech, Animates’ marketing team has proven it can not only deliver impact, but sustain it.
This story comes from NZ Marketing magazine issue 88, Sept-Nov 2026. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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