Pets at Home celebrates 25 years with predictably cute campaign and competition

UK retailer Pets at Home has launched an interactive campaign across social media to celebrate its 25th birthday.

Developed by digital performance marketing agency iProspect Manchester, the concept took two months to execute and involved sister agency Carat Media as well as video production company The Gate.

iProspect sourced a variety of celebrity pets including Instagram stars:

Bruno in da hood ???? wearing @hellopethaus which you can buy from @leadthewalk here in the UK!

A photo posted by Bruno (@brunotheminidachshund) on

Facebook favourites The Magnificats also participated in the video for the birthday campaign. The agency also built a dedicated Tumblr page to host the content including videos and gifs.

Following on from previous #MyPetMoments adverts, the new campaign will see Pets at Home encouraging customers to submit videos of their pets. The best user-generated content will be included in the official 25th birthday video, which will go live on ITV Player on Monday 18 April (5pm), the week of the retailer’s official birthday. Customers whose pets are chosen to be in the video will also receive a £10 voucher.

Tim Dowling, head of external comms at Pets at Home, said the firm wanted to create a campaign that would encourage participation.

"We loved iProspect Manchester’s idea of teaming up with some of the UK’s biggest social media stars to help us kickstart the campaign and they didn’t disappoint us. Their performances in the teaser video were very cute and entertaining and their involvement in the campaign has already created a lot of buzz and excitement among their followers. Content submissions are already flooding in and we’re excited to see what the final birthday video looks like on 18 April."


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