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”
Credits:
Client: Pet Circle
CMO – Jon Wild
VP of Marketing – Jeremy O’Young
Programmatic and Paid Social Lead – Sam Rivett
Design Lead – Matt Tran
Agencies:
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
