Industry News

Pet Valu Launches Magical Holiday Campaign

Pet Valu, the leading Canadian specialty retailer of pet food and pet-related supplies, has launched the Magic is in the Moments, a new holiday campaign, designed to deepen Pet Valu’s relationship with devoted pet lovers through a shared belief that the magic of the holiday season lies in unexpected, love-filled moments. The multi-channel campaign is running throughout the holidays. The goal of this 360-degree campaign is to showcase how Pet Valu, through its animal care expertise and product selection at local stores and, can help devoted pet lovers experience those magical moments with holiday apparel, treats, toys and even pet advent calendars.

“During the holidays, we’re so busy shopping, decorating, and entertaining when it’s really the unexpected, shared moments that make the holidays magical. Many of these moments include our pets,” says Idan Driman, Vice President Marketing at Pet Valu. “This campaign is a natural extension of our Love Lives Here campaign but through the lens of the holidays. It focuses on the unique role pets, of all shapes and sizes, play in their families’ holidays – no matter how they celebrate. At Pet Valu, we understand the unconditional relationship devoted pet lovers have with their pets. We’re committed to nurturing that relationship by creating memorable moments throughout the holidays and every day with our animal care expertise, compassionate service and high-quality products.”

As part of the 360-degree campaign, Magic is in the Moments will be supported with a video agnostic approach focusing on devoted pet lover and memorable holiday moments during the holiday season, including a 60 second commercial spot. The holiday campaign will be featured on bespoke national TV billboards airing during primetime holiday movie programming, national specialty and conventional TV as well as in English Canada cinema. Additional channels supporting the campaign include key social platforms, radio, Spotify and festive in-store signage to accompany devoted pet lovers through their holiday customer journey.

“With more than 700 stores across Canada, Pet Valu is local and everywhere,” says Driman. “Through our holiday campaign we want to connect with the devoted pet lovers living near our stores and invite them to visit with their pet and experience what sets Pet Valu apart from other pet retailers.”

Magic is in the Moments is supported by Pet Valu’s integrated agency team: Arrivals + Departures developed the creative for the TV commercials, True Media is in charge of paid media, Beacon Strategic Communications is handling PR and influencers, and tempo digital is managing paid social, search and digital ads.

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