Special Group has developed a new brand positioning for pet supplies retailer, Petbarn, after being appointed to the the business earlier in the year.
The new brand positioning and accompanying campaign centres around the positive impact pets have on human lives and will run across film, digital, radio, social, PR, catalogue and in-store.
Special Group Australia has been working with Greencross Ltd - Australia’s largest integrated pet care company that owns and operates specialty pet care retail brands Petbarn and City Farmers, and the recently acquired network of veterinary services including Greencross Vets - since January 2015 helping them to develop a strategy to bring all the businesses together around a common purpose and behaviour.
David Hutchinson, CMO for Greencross Group, said: “We’ve been working with Special Group to develop a unified, organisational thought that will help us reassert a leadership position in the category, motivate our people and inspire everything we do.
“We know that pets are an important part of the family and have a positive impact on their owners. Now the ‘For Better Humans” campaign marks the beginning of a shift in the Petbarn narrative and how we talk to our customers about their pets.”
The campaign expands Petbarn’s role from looking after pets, to celebrating the people who share their lives with pets. It acknowledges the role pets play in making us healthier, happier, kinder and ultimately better.
“Pets must be one of the few things in the world that create exponential happiness. They have an incredible affect on all aspects of society. And the more Petbarn can help look after pets, the more pets will continue to help people to be better at being people” said Lindsey Evans, founding partner of Special Group.
Campaign Credits:
Strategy and Creative: Special Group
Content and Social: Edge
PR strategy: PPR
Media: The Media Store
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