Pets at Home is known as the nation’s largest pet retailer but felt faced with the challenge of being perceived as a disconnected collection of brands rather than a unified and expert pet care company. With increased competition in the pet care industry, the company wanted to enhance its position and drive consideration. To achieve this, Pets at Home underwent a brand refresh, adopting a cohesive and softer brand identity under the positioning "We’re All for Pets”.
Plan
Pets at Home created a 60” copy with the aim of connecting with pet owners emotionally, using the iconic Meat Loaf song “I’d Do Anything For Love” as a nod to the bond between pets and their owners. Running for 6 weeks across the spring, through an AGP Pets at Home accessed a number of highly efficient titles for its target audience of families including Spiderman: Across The Spider-Verse and The Little Mermaid to ensure maximum visibility and reach.
Results
Overall, the results were impressive and demonstrated the effectiveness of starting with cinema.
+9%
uplift in perception, with 85% of cinemagoers feeling Pets at Home ‘understood them and their pet’s needs’ vs. control
74%
of those exposed recognised Pets at Home’s brands as part of one united group
