Pets at Home has launched a social-first campaign to advertise its new VIP Subscribe and Save flea treatment.
The campaign shows two pets, K-9 and Lil Smudge, turn to rap music to tell customers there’s only one type of scratching in their home – the scratching on their decks – now that they’re protected from fleas.
The campaign, developed by creative agency Dinosaur, set out to raise awareness of the subscription service in a fun and engaging way – tapping into the nation’s love of humorous pet videos.
Mark Beaumont, chief creative officer at Dinosaur, said: “We were excited to be given this brief from Pets at Home. They wanted something different and memorable, and we embraced that opportunity.
“VIP Subscribe and Save flea treatment makes it easier and cheaper to protect your pet and your home from the horror of a flea infestation. This campaign is a tongue-in-cheek celebration of that.”
Pets at Home’s marketing manager, Cheryl Fitchett, added: “We asked Dinosaur for fresh creative ideas and they certainly delivered. Not only is it entertaining and highly watchable, it cleverly delivers the key benefits without compromising on the creative, which is no mean feat. We’re delighted with the result.”
The fully-integrated campaign is currently running across YouTube pre-roll, Facebook, Instagram, digital display, national press, and in-store activations.