First campaign from BMF for Petbarn since winning creative account

Petbarn has released its first campaign with BMF, launching its new brand platform “Life’s a Treat”.

The campaign is the first campaign by BMF for Petbarn, after winning the creative account in February 2021.

Each spot consists of a different pet, from dogs to cats to a goldfish to a lizard, explaining the pet’s obliviousness to the benefits they receive because their owner shops at Petbarn.

Dantie van der Merwe, creative director at BMF, said: “It doesn’t take much to make pets happy. Sometimes it takes just exactly the right thing. We hope it brings a knowing smile to both pets and pet parents everywhere.”

Adriane McDermott, chief marketing officer at Petbarn, said: “Everything we do and everything we range at Petbarn helps make ‘life a treat’ because we believe pet’s health and wellness leads to everyone’s happiness. We know they’re more than pets, BMF helped us show we’re much more than just a pet store.”

The campaign will be on TV, BVOD, Out-Of-Home, display, radio, and social.

One of the OOH assets for the campaign

BMF’s recent campaigns include work for Golden, Aldi, and Tourism Tasmania.

OMD was awarded Petbarn’s media account in December last year.


Client: Petbarn
Chief Marketing Officer: Adriane McDermott
General Manager Marketing: Sumeena Parimu
Creative Director: Kate Napier
Lead designer: Lauren Hunter
Head of PR & Content: Nancy Mcdonald

Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: Dantie Van Der Merwe
Senior Art Director: Nadia Ahmad
Senior Copywriter: Ellie Jones
Head of Art & Design: Lincoln Grice
Senior Designer: Matthew Hughes
Creative Team: Sammy Hall and Tony Todorovitch
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Chief Executive Officer: Steve Mcardle
Group Account Director: Edward Hughes
Senior Account Manager: Annabelle Massera
Head of TV: Jenny Lee-Archer
Agency Producer: Jess Vella
Director: Sam Hibbard
Production Company: FINCH
Executive Producer: Corey Esse
Producer: Jane Smith
Post Production: Atticus
Post Producer: Kani Saib
Editor: Joe Morris
Sound Production: Rumble
DOP: Liam Gilmour
Senior Art Buyer: Basir Salleh
Production Company: Network Agency + Management
Photographer: Peter Sharp
Producer: Helen Seggie
Retoucher: Justin Malinowski, Evie Hilliar and Jeni Rohwer
Finished Artist: Catarina Duardo
Production Director: Karen Liddle
Creative Resource Manager: Chris Burchett
PR: Lu Borges and Elliott Holohan

Media: OMD


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.