Prepare for Cuteness Overload in New Pets At Home Campaign

Brits have a reputation for being animal-crazy - and the new Pets At Home campaign shows off the some of the UK's most doting pet owners.  ‘#mypetmoments’ launches today with a 60s TV and a 3 minute online film both supported by social, PR and in-store communications.

From the moment your children meet their new kitten to the day you realise your dog can open and close doors, this year Pets at Home is celebrating all of the moments which add up to the happiness of owning a pet.

In February this year, Pets at Home embarked on a social media campaign to collect filmclips from pet owners across the UK. It became the retailer’s most successful social media campaign, with more than 13,000 photo and video clips uploaded, leading to the launch of the first ever crowd-sourced pet TV campaign.

The campaign was developed by krow communications who worked with documentary filmmakers to edit together the final film, My Pet Moments, into one poignant story of owners’ lives with their pets.

The campaign launches with a three-minute online film and a 60 second commercial on Saturday during Britain’s Got Talent, to an expected audience of 11 million viewers. Pets at Home will then roll out 40 and 30 second versions of the new commercial across the month of May.

My Pet Moments from krow communications on Vimeo.

This is the first time the retailer has used crowd-sourcing as a technique to create an advertising campaign and it had an overwhelming response.

Scott Jefferson, marketing director at Pets at Home, said: “My Pet Moments has been created by Pets at Home to celebrate the unique relationship UK pet owners have with their pets. 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.

“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.”

Nick Hastings, creative founder at krow, said: "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% of the people who work at Pets at Home have their ownpets, it captures the very real feeling that Pets at Home bring to what they do, and the empathy they have with all pet owners.”

Pets at Home is celebrating the campaign launch with the world’s first ‘Pet Premieres’ - screenings of My Pet Moments at five stores across the UK.

Stores in Fort Kinnaird, New Malden, Leicester Fosse Park, Swindon and Stockport are hosting Pet Premieres, events which will not only showcase the film at 1pm and throughout the day, but also applaud its stars on the grassy carpet.

Pets across the UK are invited – along with their owners – to walk down the grassy carpet and watch the film for the first time.

There will be a whole host of activities happening including; face painters, pet treats in popcorn boxes and pet premiere goodie bags including a 10% off Pets at Home voucher* for the first 150 customers with their pet. It’s set to be an extremely fun day for pets – and their owners!

The campaign was developed by krow communications in conjunction with:  Carat Manchester, Shoot the Moon and Havas PR Manchester.

CREDITS:

Brand: Pets at Home

Marketing Director: Scott Jefferson

Title(s): My Pet Moments

Agency: krow

website: http://www.krowcommunications.com

Creative Director: Nick Hastings

Art Director: Jon Mitchell

Copywriter: Darryl George 

Agency Producer: Lana Connolly 

Director: Joan Hillary

Production Company: Red Bee Media

Producer: Laura Gould

Editor: Mat Rees/ Paul Callaghan

Post production: Red Bee Media

Audio: Prime Focus – Alex Bingham