Is Your Dog In Your Will?
Have we Got A Campaign For You.
PetSmart, the nation’s largest pet retailer, had a big problem on their hands—the pet category was growing, but their market share was shrinking. It turns out while people care about their pets, they don’t really care where they shop for their pets. Our challenge was to change all that. While paying the price to know the problem, we uncovered a very passionate and profitable group of shoppers—pet parents. Yes, people who treat their pets as part of the family (sometimes, much better). Based on this insight, we crafted a new brand campaign called “Partners in Pethood” that spoke directly to this neglected group of pet owners. We launched with a series of quirky films and commercials shot by Christopher Guest—the genius behind Best in Show—and immediately, the campaign took off.