T&P has supported Pets at Home with the launch of a major new integrated campaign to get the nation’s pet parents thinking about their pet’s dinner.
As the latest instalment of the ‘We’re All For Pets’ platform, the campaign taps into a simple truth: every pet is unique. Yet, with such busy lives, it’s easy for owners to unknowingly miss their pet’s changing dietary needs. Because the pet food aisle can be notoriously confusing,
Pets at Home is championing its greatest assets: its colleagues. They’re the nation’s most passionate ‘We’re All For Pets’ advocates, and with over 5,000 trained advisors ready and waiting to help pet owners find the right food for their pet, there’s no better place for pet owners to seek support.
The hero film, directed by Bradley & Pablo, opens to the sound of the iconic Meat Loaf, with a gorgeous kitten and a helpful Pets at Home colleague uttering the words ‘We’re all for perfect poos’. A series of playful scenarios follow, where colleagues are delivering the right food for the pets. We meet a pomeranian clinching the top spot at a dog show against its very athletic rivals, a senior cat celebrating their birthday with their favourite specialist dish, and a regal poodle enjoying their gourmet meal. We end on the kitten from earlier, proudly sashaying away from a ‘present’ left behind in the litterbox, as our colleague exclaims: ‘It’s the perfect poo!’ – the ultimate, unmistakable marker of having found the right food for that pet.
The campaign will launch across TV, streaming, cinema, online video, social, influencer and outdoor on Thursday 23rd July.
Madeline Shaw, marketing director at Pets at Home, said, “Our pets are cherished members of the family, and we want to do everything we can to help them live long, happy lives. Tailored nutrition is fundamental to that, yet we know finding the right food can feel overwhelming for owners. This campaign celebrates the wonderful diversity of our pets while shining a light on our over 5,000 store colleagues who are always on hand to help owners find the right food for their pet.”
Loui Bowes, group creative director at T&P, said, “Our pets deserve more than a culinary Groundhog Day. That’s why we want to wake the nation up to proper pet nutrition, and nothing says ‘the right diet’ more than a tiny Pomeranian beating the big dogs, or a kitten doing the perfect poo. Luckily for pet owners, the Pets at Home colleagues are trained, passionate and ready to save us all from pet food paralysis – so we put them front and centre of the campaign.”
James Thompson, MG OMD said, “This is Pets at Home’s biggest-ever nutrition media investment, designed to reach almost every pet owner in the UK. The media strategy combines a fully connected video ecosystem across TV, streaming, cinema, online video and social, alongside high-impact social takeovers, proximity-based outdoor advertising and trusted influencer partnerships, all working together to reinforce Pets at Home’s expertise in pet nutrition and drive customers into stores and online.”