Pet Circle launches new brand platform and integrated campaign
Pet Circle has today unveiled an integrated campaign to support its rapid growth plans.
Acting as a clarion call across all creative touchpoints, ‘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.
Working collaboratively with Lionize on creative and Atomic 212° on media, Pet Circle has also launched its new brand platform ‘Pet Better’ in its most significant brand push to date.
Atomic 212°, which was awarded Pet Circle’s media account for its data science-led planning approach to forecasting sales growth and attribution from all channels, has designed the media strategy to kick-start the next phase of growth for Pet Circle.
Each Pet Better creative element, designed by Lionize, 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 Circle CMO, Jon Wild, said: “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.”
Atomic 212 group managing director, Claire Fenner, said: “This launch will demonstrate data-led media planning at its finest. It is such a pleasure to collaborate with partners that value, challenge and inspire smart thinking. At Atomic 212° we pride ourselves on our data-led approach to effective media and this campaign is a great example of a media strategy designed to deliver growth against key business KPIs. We’re thrilled to partner with Pet Circle in the next phase of their growth. A very special thank you to the teams who have worked tremendously to bring this to life”.
Lionize CEO, Mikey Taylor, said: “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.”
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
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topics
Atomic 212
BVOD
Claire Fenner
integrated campaign
Jon Wild
Lionize
Mikey Taylor
Pet Better
Pet Circle
Photoplay
TV
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