Pet Circle launches ‘Top Dog’ campaign and coinciding rebrand
Pet Circle has launched its latest advertising campaign, coinciding with a revitalisation of its brand.
The online retailer’s in-house-developed ‘Top Dog’ campaign focuses on its “Price Beat promise”, with the overall goal of cementing Pet Circle as a leading destination for pet owners wanting to indulge their furry companions without having to cough up big bucks.
It uses several platforms to spread its message, including experiential – in the form of street stencils strategically located in dog-walking areas in Perth, Sydney, Brisbane and Melbourne – radio, social media, out-of-home (OOH) and digital.
“Pet Circle’s mission has always been about bettering the lives of pets and their parents,” Jon Wild, chief growth officer at Pet Circle, said.
“With our Price Beat promise, we’re doubling down on delivering a premium shopping experience and exceptional value, so pet parents spend less time hustling for bargains and more time making their pets’ lives better.”
The campaign’s release runs alongside Pet Circle’s official rebrand. Featuring a new logo that incorporates a circle inspired by a pet’s nose, and a font whose ‘e’s are designed to resemble the expression a pet wears when it looks up at its owner, a new visual identity, and tone, the pet retailer’s refreshed identity marries its existing teal with “fluorescent fuchsia and green accents”.
“Our rebrand and Top Dog campaign, both managed entirely in-house, are all about turning up the volume on our joyfully quirky personality and celebrating pets as cherished family members who deserve nothing but the best,” said Ella Lymbereas, vice president of brand and creative at Pet Circle.
“With our Price Beat promise at the heart of it, we’re showing passionate pet families that they can treat their furry superstars to the very best products with our unbeatable prices.
“We want to give every pet that cream-of-the-crop-big-boss-cherry-on-top-dog feeling they deserve.”
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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I am hopeful that a ‘pets parent’ refers to the dogs/cats/guinea pigs et al, biological parent and NOT referring to its owner!
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