Pet News

Tom&Co, a prominent Belgian retailer, has embarked on a significant rebranding journey, placing the deep emotional connection between pets and their human families at the core of its new strategy. This initiative marks a deliberate shift from conventional retail approaches, aiming to foster a more empathetic and genuine relationship with customers. By focusing on the intrinsic value pets bring to households, the company seeks to cultivate a culture of true care and understanding, moving beyond mere transactional exchanges to become a trusted advisor in every aspect of pet ownership. The new campaign, titled “We never do too much for family,” reflects this profound philosophical transformation, resonating deeply with the widespread sentiment that pets are indeed integral family members.

Tom&Co Unveils Heartfelt Branding Initiative in Belgium and France

In a strategic move to redefine its market presence, Tom&Co, the distinguished Belgian pet retailer, officially rolled out its innovative branding campaign on July 16, 2025. This compelling initiative, which has captivated audiences across both Belgium and France, centers on the poignant theme, “We never do too much for family” (or “On n’en fait jamais trop pour la famille” in French and “Voor onze familie is niks teveel” in Flemish). Wouter Lefevere, the astute Chief Commercial Officer of Tom&Co, elaborated on the campaign’s essence during an exclusive interview with GlobalPETS. He highlighted the deliberate choice to feature candid, realistic depictions of pet companionship, diverging from sanitized, idealized portrayals often seen in advertising. The campaign notably includes three distinct video narratives: one showcasing a woman in her thirties and her beloved cat, another featuring parents who consider their dog their youngest offspring, and a third illustrating grandparents whose dog accompanies them on leisurely strolls. This authentic approach is deeply rooted in a pivotal insight: a remarkable 95% of pet guardians consider their animal companions as bona fide family members, with nearly half viewing them as akin to their own children. This profound perception underpins the entire creative direction, fostering a warm, sincere, and deeply relatable tone in all brand communications. Furthermore, Tom&Co is dedicated to translating this emotional consistency into its physical and digital storefronts. Advisors in their retail locations are undergoing comprehensive training to emerge as trusted guides for pet parents, offering holistic support spanning nutrition, health, behavior, and accessories. This transformation signifies a monumental cultural shift for the organization, steering it toward a service model fundamentally driven by emotion and genuine care, rather than purely commercial transactions. The success of this rebrand will be meticulously gauged through short-term metrics like campaign reach and engagement, alongside long-term indicators such as enhanced brand awareness, strengthened customer loyalty, and an expansion of customer share within various behavioral segments.

A New Paradigm in Pet Retail: Beyond Products, Towards Connection

The strategic rebranding by Tom&Co offers compelling insights into the evolving landscape of consumer relationships and brand engagement. It underscores a powerful truth: in an increasingly connected world, authenticity and emotional resonance are paramount. By acknowledging and celebrating the profound bond between humans and their animal companions, Tom&Co is not merely selling pet supplies; it is fostering a community built on shared values and mutual understanding. This approach serves as a testament to the power of empathy in business, suggesting that true success lies in addressing the heart of customer needs, not just their material desires. For other industries, this rebrand provides a valuable lesson: moving beyond transactional interactions to build genuine, heartfelt connections can cultivate unparalleled brand loyalty and resonate deeply with an audience that increasingly prioritizes authenticity and emotional fulfillment.

A diverse alliance of European trade groups, encompassing the pet food and packaging sectors, has voiced significant concerns regarding the European Commission's provisional directives on waste sorting labels. This coalition contends that the proposed system, far from streamlining recycling efforts, risks creating a fragmented landscape within the European Union's single market. Their primary apprehension lies in the potential for increased operational burdens on businesses and widespread consumer confusion, advocating instead for a more uniform and simplified approach to labeling. This collective appeal underscores a critical juncture in the implementation of the Packaging and Packaging Waste Regulation (PPWR), highlighting the need for a practical and harmonized solution that supports both environmental objectives and economic stability.

The European Pet Food Industry Federation (FEDIAF), alongside over 70 other European associations spanning the entire packaging value chain, has formally requested the European Commission to re-evaluate the Joint Research Centre’s (JRC) initial guidelines concerning EU waste sorting labels. These guidelines are being developed under the broader framework of the Packaging and Packaging Waste Regulation (PPWR), which aims to standardize packaging and receptacle labeling to enhance waste segregation and recycling rates across the continent. The core of the coalition's objection stems from the perceived complexity of the proposed color- and text-based sorting instructions. They argue that requiring products to carry labels with potentially dozens of local terms would not only counteract the goal of clarity but also erect new barriers to trade within the EU's Single Market, thereby undermining existing efforts to foster a seamless economic area.

According to the coalition, the JRC’s draft guidelines appear to contradict the fundamental objectives of the PPWR and the EU's commitment to safeguarding the Single Market. The Single Market Strategy itself identifies disparate packaging labels as a significant impediment to intra-EU commerce. Article 12 of the PPWR mandates the Commission to establish consistent EU-wide sorting instructions. However, the current trajectory of the JRC guidelines, with its emphasis on multi-language translations and intricate labeling requirements, could inadvertently reintroduce national obstacles. This outcome would directly conflict with the overarching goal of harmonization that the regulation is designed to achieve. Consequently, the coalition is strongly advocating for a revision of these guidelines to ensure that the future EU labeling system genuinely supports EU-wide harmonization, promotes large-scale recyclability, and protects the integrity of the Single Market.

The PPWR, which is set to replace the existing Packaging Waste Directive, was introduced by the European Commission in February and is slated to take effect in mid-2026. This new regulation will impose requirements on all types of packaging and packaging waste, with some leniency for micro-enterprises. A key provision of the PPWR is the prohibition of single-use plastic packaging and complex multi-layered packaging, a measure designed to reduce waste generation and stimulate recycling initiatives across all 27 EU member states. A notable concern that has been previously highlighted is the environmental impact of current practices, particularly within the pet sector, where an estimated 99% of pet food packaging ends up in landfills. Data suggests that a minuscule fraction of plastic food pouches, commonly used for pet products, are recycled, indicating a significant environmental burden compared to other waste streams like single-use coffee cups. This stark reality underscores the urgent need for effective and practical waste sorting guidelines that genuinely facilitate recycling and contribute to a circular economy.

In summary, the collective voice of the pet food and packaging industries, alongside numerous other European associations, represents a formidable challenge to the European Commission's current direction on waste sorting labels. Their unified stance emphasizes the critical need for a pragmatic, harmonized, and clear labeling system that avoids market fragmentation, reduces business burdens, and truly aids consumer understanding, thereby ensuring the successful implementation of the Packaging and Packaging Waste Regulation and advancing the EU's environmental and economic goals.