Pet Circle Announces New Brand Platform & Campaign Push ‘Pet Better’

Pet Circle Announces New Brand Platform & Campaign Push ‘Pet Better’
B&T Magazine
Edited by B&T Magazine

Pet supplies company, Pet Circle has unveiled an integrated campaign to support its rapid growth plans, following its recent placement in Australian ‘unicorn’ club with a business valuation of $1ABn.

Pet Circle will now work collaboratively with Lionize on creative and Atomic 212° on media, to launch its new brand platform, ‘Pet Better’ in its most significant brand push to date.

The nw brand platform was created by Lionize and came from a real passion – both at Pet Circle and among pet parents – to do better by pets and return the unconditional love they show us.

Each Pet Better creative element shows audience how Pet Circle offers pets and their parents alike a better solution to other competitors.

This includes a better range with over 10,000 pet products, a best price guarantee, auto delivery discounts and free metro delivery, and better advice with free 24/7 vet live chat and free vet pet plans.

Atomic 212° has designed the media strategy to kick-start the next growth phase for Pet Circle, with its approach fuelling Pet Circle’s highest media investment to date, which will be optimised against business outcomes and inform the long-term growth strategy.

‘Pet Better’ will be introduced via an initial integrated launch campaign from Lionize and Atomic 212° that includes TV, BVOD, YouTube, Radio, Digital Audio, OOH, plus social and digital.

Pet Circle CMO, Jon Wild, said: “We know our pets love us unconditionally and deserve better. However, we believe pet parents in Australia have been underserved, so at Pet Circle we want to change that by providing a better alternative for all pet parents.

“With ‘Pet Better’, we now have a brand platform that embraces our shared opportunity to really bring our brand values to life and attract a new wave of pet parents.”

Lionize CEO, Mikey Taylor, said: “This is a really exciting time in Pet Circle’s growth agenda. With new investment, a strong retail offering and experience, a transformational idea in ‘Pet Better’ and a scientific approach to media, we are well placed to win in pet specialty and continue to disrupt traditional e-commerce.”

“Our strategy and creative team really distilled our jumping off point – ultimately inspiring ‘Pet Better’, which like most brilliant ideas is powerful in its flex and simplicity.

‘It acts as a rallying cry that speaks to Pet Circle’s shared belief as a business, the strategic switch of customers we want from supermarkets. As a brand idea, it’s distinctive and resonant across a host of touchpoints across the creative mix.”

Atomic 212° group managing director, Claire Fenner, added: “This launch will demonstrate data-led media planning at its finest. It is such a pleasure to collaborate with partners that value, challenge and inspire smart thinking.

“At Atomic 212° we pride ourselves on our data-led approach to effective media and this campaign is a great example of a media strategy designed to deliver growth against key business KPIs.

“We’re thrilled to partner with Pet Circle in the next phase of their growth. A very special thank you to the teams who have worked tremendously to bring this to life”



Client: Pet Circle

CMO – Jon Wild

VP of Marketing – Jeremy O’Young

Programmatic and Paid Social Lead – Sam Rivett

Design Lead – Matt Tran



Creative – Lionize:

Creative Director – Rich Price

Creative – Sally Beerworth

Creative – Sam Dodson

Designer – Fearghas Gough

Designer – Laura Adamson

Content Producer – Mitch Clark

Head of Strategy – Dan Machen

Head of Client Services – Gemma Tugby


Media – Atomic 212°

Claire Fenner – Group Managing Director

Asier Carazo – Head of Strategy

Tom Sheppard – GM of Media Technology

Faye Chen – Head of Data & Analytics

Vivian Tram – Group Account Director

Alex Chan – Planning and Trading Director

Sascha Bonomally – Head of Performance


Production Partner – Photoplay/Playtime

Director – Gary John

Photography – Network Agency and Peter Sharp

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