VMLY&R’s Ideaworks reveals first campaign for Petbarn’s Leaps & Bounds

Ideaworks, which is part of WPP’s VMLY&R, has launched its first campaign for Petbarn’s Leaps & Bounds.

The 30 second ‘Petkind’ features a dog competing in the ‘Slobber Finals’ and aims to use humour and personality to sell the brand’s natural pet food.

The ads will be hosted on social channels and supported with small format outdoor and digital ads.

Drew Frame, senior exclusive label brand manager at Petbarn, said in a statement: “We’re excited to introduce our first Leaps & Bounds campaign to the market. It is a highly differentiated
approach that will make a real impact for our business.

“We’re very proud of our IdeaWorks partnership, working together to give our private label brands some real personality and develop a genuine connection with our customers.”

Danny Lattouf, regional head of retail at IdeaWorks by VMLY&R, added: “It is refreshing to be working with a client who is not only investing in its private label, but enabling its quirky personality to shine through. A unique brand deserves a unique approach – and this campaign delivers a real point of difference in the competitive retail pet food market.”


  • Client: Petbarn
    Senior Exclusive Label Brand Manager: Drew Frame
    Assistant Brand Manager Exclusive Brands: Victoria Rae
  • Agency: IdeaWorks by VMLY&R
    Chief Creative Officer: Paul Nagy
    Associate Creative Directors: Richard Shaw, Jeremy Hogg
    Art Director: Daniel Galeano
    Copywriter: Facundo Martinelli
    Designers: Anderson Carloni, Adrian Mok
    Regional Head of Retail: Danny Lattouf
    Account Director: Jacinda Tree
    Account Executive: Georgina Chau
    Agency Producers: Kilou Picard / Stevi Russell
  • Production:
    Director: Gary John, Photoplay
    Producer: Bonnie Fay, Photoplay
    Post Production: The Editors
    Sound-mix: SongZu
    Media: Vizeum Sydney

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