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.”

Client: Pet Circle
CMO – Jon Wild
VP of Marketing – Jeremy O’Young
Programmatic and Paid Social Lead – Sam Rivett
Design Lead – Matt Tran

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


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.