Pet Circle partners up with Warner Bros. and DC Studios for new Superman brand campaign

Australia’s leading online pet retailer, Pet Circle, has teamed up with Warner Bros. and DC Studios to launch its new Superman brand campaign, marking its biggest partnership to date and introducing the next evolution of the Pet Circle shopping experience.

The high-impact, multi-channel campaign launched in tandem with the theatrical release of the new live-action Superman movie and the debut of Pet Circle’s redesigned website. Anchored by a $10,000 Superman giveaway, the campaign encouraged customers to create pet profiles to unlock more personalised recommendations and deals on Pet Circle’s new website, giving them access to a bold new shopping experience that’s faster, smarter, and more tailored for their pets than ever before.

Featuring a refreshed design, improved navigation, and advanced new features – including enhanced search, personalised recommendations, elevated product listings with dynamic content and expert advice, and simplified Auto Delivery management – Pet Circle’s newly reimagined website puts more power in the hands of pet parents.

Says Ella Lymbereas, Pet Circle VP of Brand and Creative: “When we heard the new Superman film would feature a canine sidekick named Krypto, we saw the perfect opportunity to rally our passionate pet-loving community around something super for Pet Circle.

“The campaign also gave us the ideal moment to showcase our new website – a powerful upgrade designed to empower pet parents with smarter features and a more seamless, personalised shopping experience. It aligns perfectly with the spirit of the Superman story, giving everyday pet parent heroes the tools they need to protect and care for those they love most – their pets.

“This partnership is a testament to how we create joyfully bold moments that drive connections, deepen engagement and build lasting brand love – and this one truly soared!”

To bring a little superhero magic to Aussie homes, Pet Circle also launched a limited-edition range of Superman pet toys and treats featuring Superman’s sidekick Krypto the Superdog, who has become one of the movie’s breakout stars and instant fan favourite.

The campaign has been brought to life by some of Australia’s most beloved petfluencers and pet parents, including Mochapom and Nick & Carrie, alongside Superman branded delivery vans and boxes, and an interactive fan moment at the Sydney premiere featuring a Krypto lookalike dog who stole the spotlight.

Pet Circle also collaborated with Animal Welfare League NSW, turning rescue dogs into caped heroes to support adoption efforts and create an emotional moment that resonated across social and PR channels.

The campaign is amplified through national media across digital, social, radio, and cinema, and will culminate later this month with an experiential giveaway event in Sydney, where pet parents can get their paws on free limited edition Superman pet toys.

Pet Circle
VP Brand & Creative – Ella Lymbereas
Director, Performance Marketing – Kristjan Smarason
PR, Partnerships & Organic Social Manager – Larissa Rembisz
Media Lead – Samantha Rivett
Creative Lead & Design Manager – Ko-hsin Chen
Digital Designer – Melvin Alvarez
Campaign and Onsite Manager – Isabelle Velez
Onsite Coordinator – Anwesha Pati
Creative Production and eCommerce Visual Manager – Rebecca Calridge
Veterinarian and Content Creator – Olivia Clarke
CRM Marketing Specialist – Erin Camenzuli
Director, Consumables – Vittoria Desiati
Category Buyer Hardlines – Kanza Perwita
Photographer – William Siauw
Videographer – Campbell Hinshelwood

Media Agency (Radio/Cinema) – Atomic 212