Challenge:

While the overall pet category was growing, PetSmart was struggling to maintain market share. What was discovered was that while people cared about their pets, they didn't necessarily care where they shopped for them.

 

Solution:

PetSmart hired an agency of record, GSD&M, who through their work uncovered a passionate group of shoppers who treat their pets like family. Based on this insight, they created the Partners in Pethood campaign that targeted this group of "pet parents." The campaign was launched with a series of national print ads, digital and in-store tactics, and TV commercials directed by celebrity director, Christopher Guest.

 

In addition to being part of the RFP committee responsible for bringing the agency on board, throughout the TV spots' development and production I was the client partner providing input, feedback, and direction on capturing the key messaging. I also was a creative lead for the internal PetSmart team who implemented the campaign toolkit across all digital and in-store marketing tactics.