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One Humorous Campaign for Petbarn, Giant Leaps and Bounds for Petkind

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Campaign features a series of humorous online content videos showing pets' unique personalities and quirks, including a dog show with a definite difference

One Humorous Campaign for Petbarn, Giant Leaps and Bounds for Petkind
IdeaWorks, Sydney, part of VMLY&R, has created its first brand campaign for Petbarn 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.



The humorous content videos are supported by small format OOH, social content and dynamic digital displays.

Leaps-and-Bounds_Petkind_Shake.jpgSays Drew Frame, senior exclusive label brand manager at Petbarn: "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 veryLeaps-and-Bounds_Petkind_OOH_1.jpg proud of our IdeaWorks partnership, working together to give our private label brands some real personality and develop a genuine connection with our customers."

Says Danny Lattouf, regional head of retail, IdeaWorks, by VMLY&R: "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.

Leaps-and-Bounds_Petkind_OOH_2.jpg
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Client

Advertiser: Petbarn

Assistant Brand Manager: Victoria Rae (Assistant Brand Manager Exclusive Brands)

Brand Manager: Drew Frame (Senior Exclusive Label Brand Manager)

Head of Retail Marketing : Danny Lattouf

Production Company

Director: Gary John

Producer: Bonnie Fay

Production Company: Photoplay

Sound

Sound Company: SongZu

Offline

Post Production: The Editors

Creative Agency

Account Director: Jacinda Tree

Account Executive: Georgina Chau

Agency Producers: Kilou Picard / Stevi Russell

Art Director: Daniel Galeano

Associate CD: Richard Shaw, Jeremy Hogg

Chief Creative Officer: Paul Nagy

Copywriter: Facundo Martinelli

Creative Agency: IdeaWorks by VMLY&R

Designers: Anderson Carloni, Adrian Mok

Media Agency: Vizeum Sydney

Genres: Comedy, People

Categories: Home, Pet Supplies

VMLY&R Sydney, Thu, 01 Nov 2018 04:15:52 GMT