Pampered pets get their moment in the spotlight in T&P’s new campaign, which majors on Pets at Home’s staff and their expert nutrition advice. The benefits of eating the right food are exaggerated for comic effect, but the love of pets is real.
Pets at Home is the UK’s market leader by far, but it’s facing increased competition from rivals who are eating into its profits. High profile campaigns like this one, appropriately soundtracked by Meat Loaf’s I would do anything for love, should help keep them ahead of the game.
Madeline Shaw, marketing director of 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. 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.”
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. The Pets at Home colleagues are ready to save us all from pet food paralysis – so we put them front and centre of the campaign.”
The campaign will run across TV, cinema, online and OOH. Media is by MG OMD.
All in all good entertainment value, decent budget, and clear message.
MAA creative scale: 7
