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Pets at Home Know the Real Experiences of Pet Ownership in 'Join the Club' Campaign

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The&Partnership's puppy and kitten club campaign taps into the realities of pet ownership

Pets at Home Know the Real Experiences of Pet Ownership in 'Join the Club' Campaign

With millions of new puppy and kitten owners ‘still figuring it out’, Pets at Home’s VIP Puppy & Kitten club provides the support and expert advice they need to be the best owners they can be. 

The newly launched campaign taps into the realities of owning a puppy or kitten and the shared experiences of pet owners across the nation.  

It was developed based on a customer research study that determined the biggest ‘learning moments’ experienced by puppy and kitten owners as they navigate the first year. From tackling classic milestones such as toilet training to adapting to new routines as many people return to work. 

‘Join the club’ is the campaign’s call to arms; serving as both a rallying cry that let’s new owners know they’re not going through it alone, and an invitation to join Pets at Home’s 1.8m-strong puppy and kitten club to get the advice they need.  

Karen Williams, group marketing director at Pets at Home, said: “At Pets at Home, we know welcoming a new puppy or kitten into the family is full of excitement, but there’s so much to learn that it can sometimes feel overwhelming. Our campaign is built on the realities of that magical learning curve and the different milestones within it.

When you join our VIP Puppy & Kitten club you join a community of millions of owners that are all on that same journey, as well as gaining on-going tailored advice from our experts and offers to help you along the way”

The campaign is the second in a new, long-term creative approach to reposition Pets at Home and establish its unique offer as a full-service pet care business, in which it provides a breadth of support for pet owners, including veterinary care, grooming, health-plans and subscriptions, as well as its VIP Puppy & Kitten club.   

It will launch across TV, BVOD, DAX Radio, Digital, In-Store and PR.   

Micky Tudor, joint executive creative director, The&Partnership, said: “This campaign is founded on a deep understanding of the emotional journey new puppy and kitten owners go on.”

“It wasn’t enough to just focus on giving advice and offers. ‘Join the club’ is an honest and authentic reflection of the learning curve so many of us are on together. It celebrates the good, the bad and everything in between, and demonstrates that Pets at Home is with you every step of the way.”

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Agency: The&Partnership London

CEO: Sarah Golding

Joint ECDs: Yan Elliott / Micky Tudor

Creative Director: Kate Allsop

Creatives: Nuno Mendes, Leandro Marchiori, Liz Oakley

CSO: Emily Harlock

Strategy Director: Flora Proudlock

Senior Planner: Isabel Day

Managing Director: Gary Simmons

Business Director: Jessica Bailey

Account Director: Sarah Firmston-Williams

Account Manager: Tara Lidstone

Head of Integrated Production: Charles Crisp

Head of Art Buying: Emma Modler

Junior Art Buyer: Ellen Green

Head of Art: Marc Donaldson

Producer: Alfie Glover-Short, Louise Hawkes

Retoucher: Richard Palmer


Production Company: The Sweetshop

Director: Nicolas Jack Davies

Executive Producers: Justin Edmund-White, Morgan Whitlock

Producer: Jess Bell

Production Manager: Sam Jackson

Director of Photography: Harry Wheeler

Editors: Ellie Johnson & Dave Robinson @ tenthree

TV Post

TV Post Production: Time Based Arts

Post Producer: Jo Gutteridge

Flame: Jamie Crofts, Ollie Ramsay, Adam Fenwick

Nuke: Sarah Breakwell, Leandro Vazquez

AFX: Tom Robinson

Colourist: Simone Grattarola

Audio Post

Audio Post Production: Grand Central Recording Studios

Senior Audio Producer: Molly Butcher

Sound Engineer: Tom Pugh

Music Supervision: Lizz Harman @ DLMDD

Genres: People

Categories: Home, Pet Supplies

The&Partnership, Wed, 15 Sep 2021 08:07:21 GMT