Pets at Home relaunches brand with new identity and creative platform

Pets at Home has announced a relaunch of its brand with a new creative platform and identity that aims to bring together all the elements of its business.

Bringing all of its services under one unified brand identity called Pets, the brand’s veterinary business will become Vets for Pets, formerly Vets4Pets, while its grooming service will now be known as Pets Grooming.

Developed by Nomad, The&Partnership, Canvas8 and Citypress, the new creative platform ‘We’re all for pets’ will showcase Pets at Home as the ‘one-stop destination for all pet care needs’.

The campaign film – which features the iconic I’d Do Anything for Love (But I Won’t Do That) by Meatloaf – celebrates the lengths the British public go to for their pets.

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“We’re trusted by more Brits than anyone else when it comes to taking care of their pets and that’s because we share that love and passion that owners have. Our launch campaign is based on real insight and celebrates all of the amazing things we do for our beloved companions, and we’re extremely excited to see it come to life,” Pets at Home chief consumer officer Kathryn Imrie said.

Promotions will roll out via cinema, TV, Broadcaster Video on Demand (BVOD), press, radio, social, digital and out-of-home (OOH) platforms.

Nomad creative director Ash Watkins added: “Our objective was simple. One: Create a system that unites a world of beloved, yet disparate pet care brands under a single visual identity. Two: Bring it to life with a unified brand experience that encapsulates the sheer joy that pets bring to our lives. From the weekly food shop, through to surgical care; the new Pets at Home is ready to help customers be their best on every step of the pet owner journey.”

The&Partnership executive creative director Toby Allen concluded: “This a rock opera power ballad to the true loves of our lives – our pets. A big and bold campaign for a brand with a big heart and big ambitions.”

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