Online retail site PetCulture launches first campaign

PetCulture has released its first major campaign with Omnicom’s TBWA and Eleven.

The pet online retail brand is a joint venture between Woolworths and pet insurance company PetSure, which launched in April 2021.

The campaign launches PetCulture’s brand platform, “Pets are people too”.

The 30 second spot sees couples on a couch seemingly talking about their partners, when it is revealed at the end they are discussing their pets. They describe their pets as, amongst other things, scruffy, a deep thinker, a bad boy, and “really afraid of single use plastic bags”.

Simon Smith, CEO at PetCulture, said: ““With more pets than people in Australia – 29 million and counting – pets have become integral to our way of life. However, our research reveals that Australian pet parents aren’t getting the support they need from the workplace when it comes to caring for their pets. Given that our mission is to support and nurture the relationship between pets and pet parents, we’re proud to be leading the charge for PETernity Policies.”

Part of the campaign includes the launch of the PETernity Petition, calling on employers to allow greater flexibility with pets in the workplace.

Research by Pureprofile for PetCulture found that 81% of Australians want more flexibility at work when it comes to pets, including sick leave, carer’s leave, and flexible working.

The PETernity Policies initiative is being supported by a paid social media campaign of 30, 15, and 6 second spots.

TBWA Sydney strategist, Rachel Tucker, said: “We’re seeing a cultural shift away from traditional pet–master relationships, to ones of mutual care and betterment. Research shows that parents see their pets as equals that reward us as much as we reward them. For PetCulture, we wanted to create a platform that championed the bond between pet and pet parent.”

Russ Tucker, Eleven executive creative director, said: ““With PetCulture we wanted to demonstrate that we understand the pet community and the values of modern pet parents. ‘Pets are people too’ is a celebration of the unique personalities and needs of our individual pets, and reflects the fundamental role that pets play in Australian family life. ”

The PETernity Policies launched on 26 May.

TBWA’s recent campaigns includes work for Deakin University, Australian Avocados, and Coles Insurance.


Strategy: TBWA
PR, Creative and Social: Eleven
Content production: BOLT
PETernity Petition & Pet Personality Quiz: Eleven and BOLT
Media: Performics Mercerbell


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