Petbarn puts the focus on ‘Better Humans’ in latest integrated campaign via Special Group
CB Exclusive – Australian pet supplies retailer, Petbarn, is changing the way it talks about pets with the launch of a new platform; For Better Humans, conceived by Special Group.
The campaign centres on the positive impact pets have on human lives.
Special Group Australia has been working with Greencross Ltd – Australia’s largest integrated pet care company that owns and operates specialty pet care retail brands Petbarn and City Farmers, and the recently acquired network of veterinary services including Greencross Vets – since January 2015 helping them to develop a strategy to bring all the businesses together
around a common purpose and behaviour.
Says David Hutchinson, chief marketing officer Greencross Group: “We’ve been working with Special Group to develop a unified, organisational thought that will help us reassert a leadership position in the category, motivate our people and inspire everything we do. We know that pets are an important part of the family and have a positive impact on their owners. Now the ‘For Better Humans” campaign marks the beginning of a shift in the Petbarn narrative and how we talk to our customers about their pets.”
The campaign expands Petbarn’s role in the world to not just looking after pets, but to celebrating the people who share their lives with pets. It acknowledges the role pets play in making us healthier, happier, kinder … better.
Says Lindsey Evans, founding partner, Special Group: “Pets must be one of the few things in the world that create exponential happiness. They have an incredible affect on all aspects of society. And the more Petbarn can help look after pets, the more pets will continue to help people to be better at being people.”
Adds Hutchinson: “Our agency partners have collaborated seamlessly to bring this idea created by Special Group to life through multiple channels and we are very pleased with the end result.”
The integrated campaign will launch across film, digital, radio, social, PR, catalogue and in- store; Special Group for strategy and creative, Edge for content and social, PPR agency for PR strategy and The Media Store for managing the paid strategy, planning and buying.
8 Comments
is great.
O.K. not great, seems familiar to me.
Nice one dudes.
I got the feels
Bravo Special ones!
I love my dog even more now.
This is good.
Nice strategy but a little lost in execution.
I think this is a pretty brave thought for Pet Barn.
I can see this living for many years and it is very different from what I’ve seen from Pet Barn in the past, actually I’m not sure what I’ve seen to be honest, mainly retail?
The film is lovely – not sure it’s ‘lost in execution’ it’s pretty simple to me.
Anyway, I haven’t seen a new brand positioning for a while, so congrats on doing what we’re actually supposed to do ‘Special’.
I like your work, sadly not a fan of the name!
Beautifully shot and crafted. A kid’s VO that didn’t make me squirm, and the right balance of sentimentality. That’s a tail wag from me.