Chatelaine, the iconic women’s lifestyle magazine that has been around for close to 100 years, is changing its name. But Catelaine, which is on newsstands now, will only be around for one issue.
The name change and corresponding editorial content is a result of a partnership between the SJC publication and Pet Valu.
According to Idan Driman, vice president of marketing at Pet Valu, Catelaine is more than a fun bit of re-branding. “This collaboration helps Pet Valu by positioning and showcasing our brand’s key differentiators to Devoted Cat Lovers across Canada: Animal Care Expertise (which is a focus of the cat health editorial), quality product selection (highlighted in the feature “kitty corner but make it chic!”), compassion (discussed in the Editor’s letter), and care (as demonstrated through the story of actual devoted pet lovers Sylvie and Mike),”
“Teaming up with SJC Media enables Pet Valu to leverage a unique print and digital execution with such a legacy brand and trustworthy publication such as Chatelaine to reach cat lovers in communities across Canada,” Drimon adds.
“When we find strategic, creative and authentic ways to collaborate, both brand partners benefit. This collaboration goes far beyond a brand ad or single branded content article – it’s a full editorial integration right down to the name of the magazine,” says Sasha Emmons, SJC’s VP of branded & custom content.
Pets have graced the covers of Chatelaine in the past, including a two-version cover during the COVID-19 pandemic with a puppy and a kitten, but this is the first time the magazine has changed its masthead for a branded campaign.
“We know from audience research that Chatelaine readers consider their pets integral members of the family, and dog and cat content always performs well,” Emmons says. “That authentic affinity was there, which gave us so much creative runway.”
“The Pet Valu Marketing team is continuously looking for unique collaborations that offer the combination of unique brand amplifications and a strong fit with the other brands (like RE/MAX Canada),” explains Driman. “We saw in the past that those opportunities allow us to catch devoted pet lovers’ attention in an unexpected way that is still authentic and true to our brand, which leads to sustainable brand awareness.”
The collaboration extends beyond the cover. Readers will also find five pages of original editorial content, including custom photography, a special Editor’s Letter from editor-in-chief Maureen Halushak and her tortoiseshell cat Taffy, and a variety of unique editorial features covering feline home decor, toys, health, adoption and more.
On the digital front, SJC has created a dedicated Catelaine hub on the publication’s website, featuring the print stories, behind-the-scenes videos from the photo shoot and curated product selections from Pet Valu.
To help readers find the special content, a custom navigation bar has been set up on Chatelaine‘s website to drive readers to the hub. Naturally, there will also be social posts featuring behind-the-scenes footage and studio photography. After all, social media loves cats.
