The refreshed brand identity goes live today (20 April) across all digital channels and there are long-term plans to roll out the new look across physical stores, vet practices and grooming salons.
The group has also updated its other petcare service businesses. Veterinary surgeries and practices will become Vets for Pets (formerly Vets4Pets) and The Groom Room will become Pets Grooming.
Pets at Home’s rebrand is accompanied by an advertising campaign with the strapline: ‘We’re all for pets’. The brand says this “brings to life the insight that we’re a nation that will do anything and everything for our pets”.
The campaign is fully integrated and will appear across cinema, TV, press, radio, digital and outdoor. Ads are soundtracked by the 1990s hit ‘I’d Do Anything for Love (But I Won’t Do That)’ by Meatloaf.
Pets at Home chief consumer officer Kathryn Imrie said: “Our purpose as a business is to make the world better for pets and the people who love them, and our new brand expression helps us to demonstrate the breadth of services we offer to do just this.”
“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.”
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