Petbarn has launched possibly Australia’s cutest club, the Petbarn Puppy and Kitten Club, with help from Howatson+Company. This free-to-join club offers everything pet parents need during the first year of their pet’s life.
To launch, they’ve created a film that celebrates the love pet parents have for their fur babies and the support and nurturing provided by Petbarn’s dedicated team. The spot, directed by Arundati Thandur from FINCH, is an homage to new pet parent love, set to a unique cover of “Love is all Around” made famous by Wet Wet Wet.
“There are three universal truths that make the fabric of Petbarn unique, firstly our employee engagement scores tell us that our team members love what they do, our NPS data shows us that pet parents love Petbarn and most of all we know that pets love coming to Petbarn. The Petbarn Puppy and Kitten Club gives pet parents everything they need from advice, rewards to savings – doubling down on our commitment,” said Nicholas Adams, chief customer officer of Greencross Pet Wellness Company.
“We needed to show that Petbarn is the place to go for all things puppies and kittens. It just so happens that puppies and kittens are the most salient and loved assets of all time. So we went all in on that, from the lyrics of our song to our set design, to show as many breeds in the ad as possible,” said Jared Wicker and Elaine Li, Howatson+Company creative directors.
The film is part of a larger campaign that officially launched on 18 August and is supported by an integrated mix of broadcast, digital, and outdoor media – focusing on high-attention channels.
Credits
Agency: Howatson+Company
CEO: Chris Howatson
Chief creative officer: Gavin Chimes
Chief media officer: Sasha Smith
Creative directors: Jared Wicker and Elaine Li
Head of production: Holly Alexander
Head of craft: Ellena Mills
Senior art director: Tom MacPhail
Senior copywriter: Maddie Semit
Associate design director: Jo Cao
Strategy director: Georgia Pritchard
Group business director: Belle Simmonds
Senior business manager: Lucy Stock
Producer: Charlotte Breene
Editor: King Young
Vocals: Simon Friedlander
Media director: James Frith and Jamie Nelson
Senior media manager: Monica Doan
Media manager: Carla Ishak, Nicky Ta and Iris Hsieh
Client: Petbarn
Chief customer officer: Nick Adams
Head of retail & integrated marketing: Sumeena Parimu
Creative director: Kate Napier
Marketing manager: Faye Andrews
Production company: Finch
Director: Arundati Thandur
Executive producer/MD: Corey Esse
Executive producer: Loren Bradley
Producer: Bryce Lintern
Animal wrangler: Suzanne Richards, Action animals
DP: Campbell Brown
Production design: Ella Butler
Colourist: Matt Fez
Post production: Heckler
Sound design: Mosaic Music & Sound
Music supervisor: Anton, Trailer Media
