Coles-owned Swaggle has released a new brand platform and national campaign positioning itself as the ‘Too Easy Pet Store’, with help from creative agency It’s Friday.
Swaggle is the pet store that is built to make pet parenting easy. Life’s already full on, and pet parenting comes with its own unique challenges. From flea meds to running out of food, to those “how are we out of poo bags?” moments, it’s a lot to stay on top of.
Swaggle stands apart by taking the effort out of everyday pet care. The challenger in the pet retail category, offers an end-to-end pet personalisation experience, Australian pet brands, as well as pet insurance, free vet advice, an easy repeat delivery program that rewards customer loyalty.
The ‘Too Easy Pet Store’ campaign starts by introducing how hard it can be to not only pet parent but shop the category. Campaign creative features a pet parent and their shopping predicaments in caring for their pet. From not knowing what to buy your pet, to forgetting to buy food, Swaggle takes all the stress out of pet parenting making it too easy.
“We built Swaggle to make life easier for pet parents, because, while they are time-poor, they’re deeply invested in giving their pets the best because they’re part of the family. This campaign brings our brand platform of ‘Too easy’ to life in a bold and disruptive way, and partnering with It’s Friday helped us tell that story with authenticity and humour,” said Emma Wynne, head of marketing at Swaggle.
“Anyone with a pet knows it’s not just cuddles and play-wrestling, there’s a lot to juggle. Swaggle takes the hassle out, so you can get back to the fun with your furry, feathered, or scaly mate. Most brands don’t talk about the joy of getting pet parenting right, so we did,” added Vince Lagana, CCO and co-founder at It’s Friday.
“Teaming up with the brilliant Swaggle crew and the super-talented Aimeé-Lee Xu Hsien, we created a campaign that celebrates the silly, wonderful joy of making pet parenting way too easy.”
This is the first campaign for Swaggle and It’s Friday, after It’s Friday was recently appointed as the lead creative agency following a competitive pitch. The campaign rolls out across TV, OOH, YouTube, and social media.
Credits:
Swaggle
Chad Burke: Head of Swaggle
Emma Wynne: Head of Marketing
Luke Sabatini: Performance & Growth Marketing Manager
Elena Strohfeld: Content and Campaigns Marketing Manage
Creative Agency: It’s Friday
Media Agency: Hatched
Danni Dimitri and Berlian Ayudya
Production Company: Rabbit
Director: Aimeé-Lee Xu Hsien
Executive Producers: Lucas Jenner & Alex Hay
Producer/Associate Executive Producer: Marcus Butler
DOP: Jack Saltmiras
Art Director: Karla Milat
Wardrobe: Leon Krasenstein
Offline Post House: The Editors
Offline Editor: Grace O’Connell
Online Post House: White Chocolate
Colourist: Greg ‘Elvis’ Constantaras
Sound & Music: Mosaic Music & Sound
Photographer: Simon Harsent
Retoucher – Mark Sterne
