Petstock has launched its latest integrated brand campaign and new brand platform, ‘Healthily Ever After’, created in partnership with social-first creative and media agency We The People.
The new work reinforces Petstock as the home of health and happiness for every pet. Grounded in the insight that while “pet stuff happens,” pet parents aren’t always keen to confess the chaotic, embarrassing details of life at home, the campaign humorously demonstrates that Petstock team members already know what owners need without any awkward explanations required.
Brought to life across a multi-channel suite featuring hero video, radio, and native lo-fi content for TikTok, the work plays on the sharp contrast between how well-behaved pets appear in-store and the hilarious destruction or eccentric habits taking place behind closed doors.
Every scenario and chaotic habit portrayed is drawn from real moments that pet owners can relate to or have lived through. From deceptively named pets behaving like little terrors to unexpected eating habits, the spots celebrate the premise that “pets will be pets” while showcasing Petstock’s extensive product range, care, and staff expertise.
Petstock’s general manager of marketing, eCommerce and customer service, Sarah Balwin said: “Life with pets doesn’t always go to plan, but they’re family, and we celebrate the incredible love and joy they bring into our homes. Our ‘Healthily Ever After’ campaign reflects our commitment to bring our new customer value proposition to life, showing pet parents that Petstock makes quality, health-focused care accessible and affordable for every family.”
We The People MD, Jacob Arnott continued: “We know that surprise and contrast create memorability, so we skipped the picture-perfect tropes and leaned straight into real pets and real chaos. By pairing sweet in-store innocence with unruly home truths, we created a platform that showcases Petstock’s empathy and expertise across broadcast and social formats alike.”
CREDITS
Client: Petstock Australia
General Manager Marketing, eCommerce, CX: Sarah Baldwin
Head of Marketing Operations and Communications: Dion Collard
Marketing Manager – Digital: Jaime Nyberg
Digital Marketing Manager: Chloe Fairless
Creative Agency: We The People
Managing Director: Jacob Arnott
Head of Creative: Tony Zourkas
Creative Lead: Rhys Delios Callanan
Creative Lead: Andy Segal
Social Creative: Chloe Sloman
Social Lead: Bianca Bartolo
Head of Client Services: Jessica Hughes
Account Director: Grace Fraser
Senior Account Manager: Pauline Siteaud
Production Company: Guilty
Producer: Rohan Timlock
Director: Edwin McGill
DOP: Adam Howden
1st AD: Cam Watt
1st AC: Sunny Wilding
2nd AC: Jackson Finter
Editors: Manimal
Sound Designer: Jason Murphy, GAS inc.
