‘We’re better with pets’; the new brand communication platform from Pets at Home from The&Partnership underlines the power of honesty when it comes to emotionally connecting with consumers. 

The new campaign is part of a long-term creative approach for Pets at Home, to promote the long-term support, products and services the brand provides to the nation’s pets. The ad brings this to life with a beautifully-shot ad which underlines the emotional highs and lows of pet ownership.

The activity, which will run across TV, Broadcast, video on demand,  social and digital, lands after a period in which pet ownership is at an all-time high and when many new pet families are in genuine need of advice and support.  

The pandemic pet boom

For a nation of pet-lovers doubled down on its love and appreciation for furry family members in the midst of the pandemic.  With over three million UK households buying a pet during the pandemic, according to the Pet Food Manufacturers' Association.

The UK’s total pet population now stands at 34 million, including 12 million cats, 12 million dogs and 1.5 million reptiles. In total 17 million households have at least one pet. This surge in pet ownership during the pandemic has helped Pets At Home grow annual store sales to more than £1bn for the first time.

Puppy blankets and pet paddling pools were among the products in demand as lockdowns prompted more people to make the emotional and financial investment in an animal companion.

A lifetime commitment

The campaign’s honest approach to pet ownership aims to truthfully celebrate how pets enrich people’s lives and also promote Pets at Home’s services throughout their lives. 

Karen Williams, Group Marketing Director at Pets at Home, explained: “We want to show customers that we truly understand what it’s like to have pets as part of our families and that we’re here for them, through thick and thin. Pets bring us so much joy and ‘We’re better with pets’ is a true celebration of both the magic bond we have with them and Pets at Home’s role to support pet owners, every step of the way.”  

Each step of the pet ownership journey;  the good, the bad, as well as the messy and emotional. Such as the stomach-lurching feeling of losing a pet, is brought to life with compassion in the campaign.

“Pet ownership is an incredible ride, but it’s not always easy,” says Micky Tudor, Joint Executive Creative Director, The&Partnership London. He continues: “ From the early morning wake-up calls, muddy paws and cage cleaning, to toilet training mishaps and mischievous puppies; what makes it all worth it is the irreplaceable bond we have with them.” 

By not shying away from the challenges of new furry or scaly family members the brand underlines the power of honesty in building trust and loyalty amongst consumers.