Having recently secured funding that puts it in the Australian ‘unicorn’ club – with a business valuation of $1B – e-commerce disruptor Pet Circle has unveiled an integrated campaign to support its rapid growth plans.
Working collaboratively with Lionize on creative and Atomic 212° on media, Pet Circle has launched its new brand platform ‘Pet Better’ in its most significant brand push to date.
“Pet Circle’s brand platform came from a real passion – both at Pet Circle and among pet parents – to do better by our pets to return the unconditional love they show us. This simple truth inspired ‘Pet Better’.”
According to Pet Circle, each Pet Better creative element engages audiences with how Pet Circle offers pets and pet parents a better solution to other pet stores and supermarkets including: better range with over 10,000 pet products; better price with a best price guarantee, Auto Delivery discounts and free metro delivery; and better advice with free 24/7 vet live chat and free Vet Pet Plans.
Atomic 212°, which was awarded Pet Circle’s media account for its data science led planning approach to forecasting sales growth and attribution from all channels, has designed the media strategy to kick-start the next phase of growth for Pet Circle.
“This approach has fuelled Pet Circle’s highest media investment to date, which will be optimised against business outcomes and inform the long-term growth strategy.”
Acting as a clarion call across all creative touchpoints, ‘Pet Better’ will be introduced via an initial integrated launch campaign from Lionize and Atomic 212° that includes TV, BVOD, YouTube, Radio, Digital Audio, OOH, plus social and digital.
Pet Circle CMO Jon Wild says: “We know our pets love us unconditionally and deserve better. However, we believe pet parents in Australia have been underserved, so at Pet Circle we want to change that by providing a better alternative for all pet parents.
“With ‘Pet Better’, we now have a brand platform that embraces our shared opportunity to really bring our brand values to life and attract a new wave of pet parents.
“This is a really exciting time in Pet Circle’s growth agenda. With new investment, a strong retail offering and experience, a transformational idea in ‘Pet Better’ and a scientific approach to media, we are well placed to win in pet specialty and continue to disrupt traditional e-commerce.”
Lionize CEO Mikey Taylor says: “Our strategy and creative team really distilled our jumping off point – ultimately inspiring ‘Pet Better’, which like most brilliant ideas is powerful in its flex and simplicity. It acts as a rallying cry that speaks to Pet Circle’s shared belief as a business, the strategic switch of customers we want from supermarkets. As a brand idea, it’s distinctive and resonant across a host of touchpoints across the creative mix.”
Atomic 212° Group Managing Director Claire Fenner says: “This launch will demonstrate data-led media planning at its finest. It is such a pleasure to collaborate with partners that value, challenge and inspire smart thinking. At Atomic 212° we pride ourselves on our data-led approach to effective media and this campaign is a great example of a media strategy designed to deliver growth against key business KPIs. We’re thrilled to partner with Pet Circle in the next phase of their growth. A very special thank you to the teams who have worked tremendously to bring this to life.”
