Content marketing agency Edge has been appointed Petbarn’s social and digital content provider. Petbarn is part of Greencross Limited, a large integrated pet care company, that operates specialty pet care retail brands Petbarn and City Farmers, and a wide network of veterinary services including Greencross vet practices.
Edge created a content and social strategy to leverage the enormous passion pet owners have for their animals and to help guide owners through their pet-parenting journey. Following the successful pitch, Edge has been appointed as Petbarn’s content publishing agency on an ongoing basis.
Edge will be answering the diverse and sensitive needs of pet owners and their pets by creating and distributing education, utility and entertainment through editorial, social content and video across all of Petbarn’s channels.
Edge managing partner Fergus Stoddart said: “Petbarn has the opportunity to own pet media in Australia. There is no established media player with scale and no competitive petcare retailer with the reach, data and touchpoints to match the Greencross group. The group also has an enormous opportunity to leverage the deep knowledge and clinical experience of their vet practices to build authority.
Greencross chief marketing officer David Hutchison said: “The journey of pet parenthood is bursting with all kinds of emotional experiences and we believe content is one of the best means of connecting with our loyal customers, and bringing new pet parents into the Greencross group. We have created a coherent plan that will communicate our unique servicing of pet parents’ every need throughout the life of their pet. The passion Edge had for this project mirrored our own. We are thrilled to be taking advantage of their extensive industry experience.”
Stoddart added, “There’s no shortage of pet content out there, especially across social media. Our job is to create new and interesting angles that support the Petbarn and Greencross brands, not just add to the noise.
“To be able to work from a blank sheet of paper and develop a strategy that puts content at the heart of their brand, leveraging all their other marketing activity, assets and channels, is a very rare and exciting opportunity.”