By John Glenday | Reporter

April 26, 2023 | 3 min read

New creative proposition from the kibble and squeaky toy seller highlights how it’s also the place to go for expert advice, veterinary care, grooming and rehoming.

Pets at Home is positioning itself as a one-stop-shop for animal lovers with a brand relaunch that communicates its full spectrum of care support, from grooming to veterinary services.

A unified Pets identity and creative platform will draw the business together, with its veterinary arm rebranding as Vets for Pets from Vets4Pets. Similarly, its grooming business will now be known as Pets Grooming.

The name changes will be backed up by ‘We’re all for pets’, a new creative proposition that describes Britain as a nation of animal lovers and Pets at Home as their first port of call in times of need.

Among the larger-than-life characters profiled is a ferret owner with a tattoo of his pride and joy and an owner patiently waiting for their dog to do its business in a storm.

The brand worked with a range of partners on this project, including Nomad who led the rebrand and The&Partnership who developed the ‘We’re all for pets’ platform.

Ash Watkins, creative director at Nomad, said: “Our objective was simple. One: create a system that unites a world of beloved, yet disparate pet care brands under a single visual identity. Two: bring it to life with a unified brand experience that encapsulates the sheer joy that pets bring to our lives. From the weekly food shop, through to surgical care; the new Pets at Home is ready to help customers be their best on every step of the pet owner journey.”

The integrated campaign will appear across the full panoply of cinema, TV, broadcaster video-on-demand, press, radio, social, digital and outdoor.


Pets (Pets at Home & Vets for Pets)

Chief consumer officer: Kathryn Imrie

Marketing director: Madeline Shaw

Head of brand: Cath Ryan

Head of campaign: Louise Duran

Campaign lead: Cheryl Fitchett

Campaign planner: Nikki Cameron


Creative director: Ash Watkins

Partner: Stuart Watson

Account manager: Claudia Lace

Design team: George Edwards, Becky Grover, Marion Bisserier, Simone Costa, Shin Hye Lee, Julia Kuisma

Strategist: Flossie Malster

Motion designer: Tom Bennett, Nathan Monaghan

Creative partners: Colophon, Hannah Warren, Roo Lewis, Liz Seabrook, Studio K

The & Partnership

CEO: Sarah Golding

Global ECD: Toby Allen

Creative directors: Matthew Moreland & Chris Clarke

Creatives: Ted Price & Adam Jackson

Head of integrated production: Charles Crisp

Senior producer: Sam Ramsey

Production assistant: Carla Sandhu

Stills producer: Ellen Green

Head of strategy: Rebecca Munds

Strategy director: Katherine O’Gorman

Client lead: Florence Prevezer

Senior account director: Kelly Griffiths

Account manager: Sophia Levison

Creative Creative Works Pets At Home

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