Pets at Home has launched a social-first campaign to advertise its new VIP Subscribe and Save flea treatment.\r\n\r\n\r\n\r\nThe campaign shows two pets, K-9 and Lil Smudge, turn to rap music to tell customers there\u2019s only one type of scratching in their home \u2013 the scratching on their decks \u2013 now that they\u2019re protected from fleas.\r\n\r\nThe campaign, developed by creative agency Dinosaur, set out to raise awareness of the subscription service in a fun and engaging way \u2013 tapping into the nation\u2019s love of humorous pet videos.\r\n\r\nMark Beaumont, chief creative officer at Dinosaur, said: \u201cWe were excited to be given this brief from Pets at Home. They wanted something different and memorable, and we embraced that opportunity.\r\n\r\n\u201cVIP 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.\u201d\r\n\r\nPets at Home\u2019s marketing manager, Cheryl Fitchett, added: \u201cWe 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\u2019re delighted with the result.\u201d\r\n\r\nThe fully-integrated campaign is currently running across YouTube pre-roll, Facebook, Instagram, digital display, national press, and in-store activations.