It’s Friday positions Swaggle Pet Store as the ‘Too Easy Pet Store’ in debut national campaign

August 26 2025, 6:56 am | BY Ricki Green | No Comments

Life’s already full on, and pet parenting comes with its own unique challenges. From flea meds to running out of food, to those “how are we out of poo bags?” moments, it’s a lot to stay on top of. A new brand platform and national campaign for Swaggle via It’s Friday is positioning Swaggle as the ‘Too Easy Pet Store’.

 

Swaggle stands apart by taking the effort out of everyday pet care. The challenger in the Pet Retail category, Swaggle offers an end-to-end pet personalisation experience, Australia’s leading pet brands, as well as Pet Insurance, free vet advice, an easy Repeat Delivery program that rewards your loyalty and also collect Flybuys points on every order.

The campaign starts by introducing how hard it can be to not only pet parent but shop the category. Campaign creative features a pet parent and their shopping predicaments in caring for their pet. From not knowing what to buy your pet, to forgetting to buy food, Swaggle takes all the stress out of pet parenting making it too easy.

Says Emma Wynne, Head of Marketing at Swaggle: “We built Swaggle to make life easier for pet parents, because, while they are time-poor, they’re deeply invested in giving their pets the best because they’re part of the family. This campaign brings our brand platform of ‘Too easy’ to life in a bold and disruptive way, and partnering with It’s Friday helped us tell that story with authenticity and humour.”

Says Vince Lagana, CCO and Co-Founder at It’s Friday: “Anyone with a pet knows it’s not just cuddles and play-wrestling, there’s a lot to juggle. Swaggle takes the hassle out, so you can get back to the fun with your furry, feathered, or scaly mate. Most brands don’t talk about the joy of getting pet parenting right, so we did. Teaming up with the brilliant Swaggle crew and the super-talented Aimeé-Lee Xu Hsien, we created a campaign that celebrates the silly, wonderful joy of making pet parenting way too easy.”

This is the first campaign for Swaggle and It’s Friday, after the agency was recently appointed as the lead creative agency following a competitive pitch. The campaign is rolling out across TV, OOH, YouTube, and social media.

 

It’s Friday positions Swaggle Pet Store as the ‘Too Easy Pet Store’ in debut national campaign It’s Friday positions Swaggle Pet Store as the ‘Too Easy Pet Store’ in debut national campaign It’s Friday positions Swaggle Pet Store as the ‘Too Easy Pet Store’ in debut national campaign

Swaggle
Chad Burke: Head of Swaggle
Emma Wynne: Head of Marketing
Luke Sabatini: Performance & Growth Marketing Manager
Elena Strohfeld: Content and Campaigns Marketing Manage

Creative Agency: It’s Friday

Media Agency: Hatched
Danni Dimitri and Berlian Ayudya

Production Company: Rabbit
Director: Aimeé-Lee Xu Hsien
Executive Producers: Lucas Jenner & Alex Hay
Producer/Associate Executive Producer: Marcus Butler
DoP: Jack Saltmiras
Art Director: Karla Milat
Wardrobe: Leon Krasenstein

Offline Post House: The Editors
Offline Editor: Grace O’Connell

Online Post House: White Chocolate
Colourist: Greg ‘Elvis’ Constantaras
Sound & Music: Mosaic Music & Sound

Photographer: Simon Harsent
Retoucher – Mark Sterne