PetSmart launches omnichannel ‘pethood’ push
PetSmart is hoping to stand out in the pet category with a new marketing campaign that celebrates “pethood.”
The campaign, called "Petsmart Partners in Pethood," explores how having a pet can be similar to having a child -- from potty training to feeding, bathing to doctors visits.
“The idea of Partners in Pethood is based on a simple premise: 'Parents of Pets' are a lot like parents of children and they love their pets as much as parents love their kids,” said Phil Bowman, PetSmart, EVP customer experience. “Our experiences with pethood are told through different types of pet parents, from the new, concerned pet parents to the ‘cool’ pet parents. They might be a little eccentric, but they’re definitely entertaining and – we hope – endearing.”
The PetSmart Partners in Pethood story, created by advertising agency GSD&M, begins with a series of short films and ads that feature relatable pet parents in the throes of pethood – highlighting relatable antics such as the over-protective parent, new parents and the overly-competitive mom. In the journey of pethood, PetSmart aims to be the partner of choice because of its knowledgeable associates, wide range of services and stocking customers’ favorite brands – whether their kids have two legs or four, whether they have fur, scales or feathers.
The pet-supply chain aired two 30-second ads on Oscar night directed by Christopher Guest and starring Anna Faris and Jennifer Coolidge.
“The 'PetSmart Partners in Pethood' campaign is based on the fact that just like with kids, pet parents want the best for their pets. They don’t always know what they should be doing, but as their partner, we can help them through it all,” said David Lenhardt, PetSmart president and CEO. “At PetSmart, we’re every pet parent’s partner, and we’re here to share in the joy, and here to help them find solutions.”
PetSmart is also inviting pet parents to share their own meaning of pethood through PetSmart’s Pet Parenthood contest on Twitter, running now through March 8. Share your story with #PetSmartContest. Five winners will receive a $250 personalized pethood package to experience firsthand how PetSmart is your partner in pethood.
PetSmart operates 1,387 pet stores in the United States, Canada and Puerto Rico and approximately 201 in-store PetSmart PetsHotel dog and cat boarding facilities.