Pets at Home has announced a new multi-year partnership which will see the business’s messaging heard on some of Global’s prime spots, following a competitive pitch.
The retailer’s media agency Carat UK secured the deal, which will see the brand provide listeners with advice and inspiration for all their pet needs, with sponsorship of all Heart’s Drive Time shows.
The programmes are hosted by the likes of JK and Kelly Brook, Vicky Pattison and Rich Clarke, every weekday from 4pm to 7pm.
Carat UK client managing director Charles Reid said they “wanted an equally ambitious, multifaceted, platform” to highlight the joy of pet ownership.
The new deal will also see Pets at Home access Global’s comprehensive portfolio, including audio, outdoor, presenters and more.
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In a recent purpose-driven move, Pets At Home stopped the sale of rabbits over Easter, as rabbits are often abandoned after being bought in the hype of the season.
“We know just how much joy pets bring to people’s lives – none more so than at the end of a busy working day. We are delighted to be keeping the nation company every weekday afternoon, showcasing our incredible expertise and range of products and services,” said Pets at Home marketing director Madeline Shaw.
“The Heart Drive audience is closely aligned to our core customer, so it’s the perfect platform for us to demonstrate how Pets At Home can support every pet and every pet owner.”
Global commercial partnerships director Jenni Less added: “Heart’s Drive network has the perfect audience for Pets at Home. We know that 72% of listeners have a pet, and one in three plan to get one in the next year.”
“Additionally, Pets at Home shares Heart’s feel-good spirit and I know that the content we’re creating together will help our presenters turn up even more of the feel good right across the UK.”
It comes after Pets at Home rebranded last year, with an all new creative identity and brand platform.
