Howatson+Company has revealed a new brand platform for Petbarn that sees the world through the eyes of the retailer’s number one customer – pets.
Says Nick Adams, chief customer officer, Petbarn: “There are three fundamental truths that make Petbarn unique – pet parents love what we do for them and their pets, our staff are absolutely passionate about pets, and we know that pets simply love Petbarn. Petbarn is a mecca for pets, they sniff out our stores on their walks, and no amount of lead-tugging will get them to move once they’re there. Our new Pets Love Petbarn platform is more than an advertising campaign, it is the organising idea that brings our entire business together.”
From a dog that eats its way into trouble to an overly domesticated house cat to a guinea pig that struggles with pronunciation, the ads breathe new life into Petbarn’s brand icons, giving them unique and adult personalities. They were directed by Max Barden (Sweetshop) and voiced by some of Australia’s best comedians including Sam Simmons and Michelle Brasier.
Says Gavin Chimes, executive creative director at Howatson+Company: “It’s so rare for a brand to have an identity that’s as iconic and ownable as Petbarn. It was only right that we leant into it. By giving their lovable characters grown-up, modern personalities, we’ve created a platform that can entertain and inform for years to come. One that can’t be mistaken for anything other than Petbarn.”
‘Pets Love Petbarn’ premieres via a launch campaign running across all major screens.
‘Pets love Petbarn’ is being rolled out across every part of the business. It will be embedded across all customer, retail and advertising channels. It even forms the basis of team recruitment.
Chief Customer Officer: Nick Adams
General Manager, Retail Marketing: Sumeena Parimu
Marketing Manager: Faye Andrews
Creative Director: Jack Farrell
Founder/CEO: Chris Howatson
Chief Creative Officer: Levi Slavin
Executive Creative Director: Gavin Chimes
Creative Directors: Daniel Bolton, Jared Wicker, Elaine Li, Sophie Beard
Design Director: Ellena Mills
Junior Designer: Jason Nguyen
Group Account Director: Belle Simmonds
Head of Production: Holly Alexander
Geri the dog: Michelle Brasier
Samuel the cat: Sam Simmons
Charlotte the bird: Sarah Albury
Barry the small dog: Pat Powell
Production Company – Sweetshop
Dir – Max Barden
EP – Greg Fyson
Post Production & Animation – Heckler
Animation Director – Chris Yee
Animators – Jo Fong and Remi Evans
Executive Producer – Carlos Zalapa
Sound House – Rumble Studios
Sound Engineer: Tone Aston
Executive Producer: Michael Gie