“We know our pets love us unconditionally and deserve better."
E-commerce disruptor Pet Circle has unveiled an integrated campaign, Pet Better, to support rapid growth plans.
Pet Better, working collaboratively with Lionize on creative and Atomic 212° on media, is Pet Circle’s most significant brand push to date.
Each Pet Better creative element engages audiences with how Pet Circle offers pets and pet parents a better solution to other pet stores and supermarkets including: better range with over 10,000 pet products; better price with a best price guarantee, Auto Delivery discounts and free metro delivery; and better advice with free 24/7 vet live chat and free Vet Pet Plans.
Pet Better will be introduced via an initial integrated launch campaign from Lionize and Atomic 212° that includes TV, BVOD, YouTube, Radio, Digital Audio, OOH, plus social and digital.
Pet Circle CMO Jon Wild: “We know our pets love us unconditionally and deserve better. However, we believe pet parents in Australia have been underserved, so at Pet Circle we want to change that by providing a better alternative for all pet parents.
“With Pet Better, we now have a brand platform that embraces our shared opportunity to really bring our brand values to life and attract a new wave of pet parents.
“This is a really exciting time in Pet Circle’s growth agenda. With new investment, a strong retail offering and experience, a transformational idea in ‘Pet Better’ and a scientific approach to media, we are well placed to win in pet specialty and continue to disrupt traditional e-commerce.”
Lionize CEO Mikey Taylor: “Our strategy and creative team really distilled our jumping off point – ultimately inspiring Pet Better, which like most brilliant ideas is powerful in its flex and simplicity.
“It acts as a rallying cry that speaks to Pet Circle’s shared belief as a business, the strategic switch of customers we want from supermarkets. As a brand idea, it’s distinctive and resonant across a host of touchpoints across the creative mix.”
Pet Circle: TVC 15 – Curtains
Pet Circle: TVC 15 – Cubby
Pet Circle: For Pets’ Sake – Instagram
Credits:
Client: Pet Circle
CMO – Jon Wild
VP of Marketing - Jeremy O’Young
Programmatic and Paid Social Lead – Sam Rivett
Design Lead – Matt Tran
Agencies:
Creative – Lionize:
Creative Director – Rich Price
Creative – Sally Beerworth
Creative – Sam Dodson
Designer – Fearghas Gough
Designer – Laura Adamson
Content Producer – Mitch Clark
Head of Strategy – Dan Machen
Head of Client Services – Gemma Tugby
Media – Atomic 212°
Claire Fenner – Group Managing Director
Asier Carazo – Head of Strategy
Tom Sheppard - GM of Media Technology
Faye Chen - Head of Data & Analytics
Vivian Tram – Group Account Director
Alex Chan – Planning and Trading Director
Sascha Bonomally - Head of Performance
Production Partner – Photoplay/Playtime
Director – Gary John
Photography – Network Agency and Peter Sharp
