IdeaWorks, part of VMLY&R, has created its inaugural brand campaign for Petbarn’s exclusive brands division since being appointed to the business late last year.

The campaign for Petbarn’s exclusive label pet food, Leaps & Bounds, is themed ‘Petkind’.

It celebrates the quirky yet quality brand by championing pets with personality to show natural pet food made from simple ingredients can be available to all Petkind, while remaining affordable for pet owners.

A series of humorous online content videos (see below) showing pets’ unique personalities and quirks, including a dog show with a definite difference, is supported by small-format out of home, social content and dynamic digital displays.

Drew Frame, senior exclusive label brand manager at Petbarn, said: “We’re excited to introduce our first Leaps & Bounds campaign to the market. It is a highly differentiated approach that will make a real impact for our business.

“We’re very proud of our IdeaWorks partnership, working together to give our private label brands some real personality and develop a genuine connection with our customers.”

Danny Lattouf, regional head of retail at IdeaWorks, said: “It is refreshing to be working with a client who is not only investing in its private label, but enabling its quirky personality to shine through.

“A unique brand deserves a unique approach, and this campaign delivers a real point of difference in the competitive retail pet food market.”

Petbarn’s new campaign for Leaps & Bounds launched this week, with further executions to roll out during the week.

CREDITS

Client: Petbarn

Senior exclusive label brand manager: Drew Frame

Assistant brand manager of exclusive brands: Victoria Rae

Agency: IdeaWorks by VMLY&R

Chief creative officer: Paul Nagy

Associate creative directors: Richard Shaw and Jeremy Hogg

Art director: Daniel Galeano

Copywriter: Facundo Martinelli

Designers: Anderson Carloni and Adrian Mok

Regional head of retail: Danny Lattouf

Account director: Jacinda Tree

Account executive: Georgina Chau

Agency producers: Kilou Picard and Stevi Russell

Production company: Photoplay

Director: Gary John

Producer: Bonnie Fay

Post-production company: The Editors

Sound: SongZu

Media agency: Vizeum Sydney