Pets at Home relaunch unites grooming and veterinary services
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