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By Gillian West, Social media manager

May 10, 2014 | 3 min read

Pets at Home is celebrating the best moments of owning a pet in a new campaign developed by krow Communications.

In February of this year, Pets at Home embarked on a social media campaign to find the best clips from pet owners across the UK, receiving some 13,000 photo and video clips to create the crowd sourced TV creative.

“We knew owners would be excited to share their favourite pet moments but we were truly overwhelmed by the response to the campaign. We’re extremely excited about the film, it’s honest, funny and emotional all at the same time. It truly showcases the wonderful experience of having a pet,” said Scott Jefferson, marketing director for Pets at Home.

‘My Pet Moments’ launches with a three-minute online film, created by krow and documentary filmmakers, with a 60 second edit airing during tonight’s (Saturday 10 May) Britain’s Got Talent on ITV. Further 40 and 30-second edits will debut later in May.

Jefferson added: “Pet ownership is full of happy times, but we know that it can also be peppered with the not-so-good times, everything from fur balls to vet visits. The campaign shows that whilst we can't guarantee there won't be tricky times ahead, Pets at Home can promise we’re here to support owners and their pets throughout their time together.”

Nick Hastings, creative founder at krow, commented: “We think the commercial will stand out precisely because we didn't really make it. It was made by pet owners up and down the country, and it's a great reflection of the love they feel for their pets. Also, since 91 per cent of the people who work at Pets at Home have their own pets, it captures the very real feeling that Pets at Home bring to what they do, and the empathy they have with all pet owners.”

To celebrate ‘My Pet Moments’ release Pets at Home is holding ‘Pet Premieres’ this weekend to screen the film at five of its stores. As well as showcasing the film the premieres will also welcome the stars of the campaign, and pets from across the country, on their very own grassy carpet.

Face painters, pet treats in popcorn boxes, pet premiere goodie bags and a 10 per cent discount voucher for the first 150 customers with their pets will be on offer during the course of the day.

Carat Manchester, Shoot the Moon and Havas PR Manchester also worked with krow and Pets at Home on the campaign.

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