WiTH Collective, Linked by Isobar, has launched a new brand campaign for Petbarn, their first piece of work for the pet retailer after winning the account in a competitive pitch.

‘Putting More Care in Pet Care’ is a new brand positioning that will form the foundation of a creative campaign but will also encompass the entire Petbarn business.

Petbarn’s CCO Tania Whyte said: “We’ve done an incredible amount of work over multiple years to re-shape our business around the proposition of care.

“The idea of ‘Putting More Care in Pet Care’ surfaces the emotional reality in a category that has recently focused marketing messages on price and convenience.

“This moves us beyond a typical retail campaign to instead provide customers with a clear brand promise, and simultaneously recognises and celebrates the journey that the Petbarn business is on”.

The campaign covers brand, customer, retail, content and social via a campaign encompassing TVC, OOH, one-to-one comms, Social & In-store POS, as well as employee internal launch comms.

To create the campaign, families were given cameras and asked to shoot the unique bond they have with their pets.

WiTH Collective’s chief creative officer Steve Coll said: “As a result, we captured authentic individual moments that couldn’t be scripted or acted.

Coll said the message is universal, that as a pet owner, “each of us makes an unspoken promise to provide the best care we can”.

He further said: “Petbarn promises to help us keep that pledge.

“It’s a simple statement that will generate greater affinity between the brand and pet owners.

“And Petbarn has brought ‘more care’ to life in everything from training their store-staff in nutrition, to grooming services, carefully selected product lines, great advice from vets on the ground and more”.

WiTH Collective CEO Justin Hind said: “We see this as just the beginning of a new proposition for Petbarn and their customers.

“As part of our commitment to data, we’ll take every opportunity to interact with owners, and the insight we gain from every interaction will help shape the next”.