In this episode of Meet the Animal People, Chris is joined by Heidi Luedecke, Marketing Director at LickiMat — one of the most recognisable and trusted brands in the pet industry.

Heidi shares her journey from growing up in Australia and studying art history and marketing, to building a career in the London art world, including time at Tate, before making the leap into the pet industry and joining her family’s business. Chris and Heidi talk about creativity, career pivots, transferable skills, and what it’s really like marketing a global pet brand in a fast-moving industry.

The episode also dives into the LickiMat story, how the brand began, what makes its products so effective, and why quality and pet safety matter so much in a market full of brands trying to emulate their success. Heidi gives brilliant insight into the global success of the business, the realities of trade shows, launching new products, and why she’s so excited about the growth of the cat category.

It’s a warm, honest and insightful conversation about marketing, innovation, pets, and finding your place in an industry that people rarely want to leave.

If you love hearing the stories behind the people and brands shaping the pet world, this episode is well worth a listen.