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Industry News

Pet Valu Introduces New Brand Campaign Inspired by Pet Lovers

New campaign inspired by compassion, care and expertise devoted pet lovers experience at Pet Valu

Pet Valu, Canada’s leading specialty retailer of pet food and pet-related supplies, has launched a new national brand campaign that showcases the unique and special relationships that form between Pet Valu’s Animal Care Experts, devoted pet lovers, and their pets. The campaign, which brings Pet Valu’s ‘Love Lives Here’ creative platform to life in a new and different way, features a series of 15-second, humorous spots that will run on traditional and social media platforms throughout 2024.

“Every day, our in-store Animal Care Experts provide caring expertise and compassionate service to devoted pet lovers in hundreds of communities across Canada,” says Idan Driman, vice president of marketing at Pet Valu. “By showing the genuine empathy our Animal Care Experts have for neighbourhood pet parents and their pets along with the level of knowledge they provide, this campaign brings the essence of the Pet Valu experience to life.”

‘They Grow Up So Fast’ is a 15 second, lighthearted, authentic spot that captures the emotions devoted pet lovers feel as their pet grows up, and the advice and support Pet Valu Animal Care Experts provide for every age, stage, and need, kicked off the campaign.

“We wanted to showcase and celebrate Pet Valu’s core distinguishers – caring expertise, compassionate service and local and everywhere,” says Jeff MacEachern, chief creative officer at Arrivals + Departures who led the creative process. “While compassion and care are at the core of what Pet Valu’s ACEs deliver, they also know what joy our pets provide us so an element of humour was used to reflect that.”

The 15-second spot entered the market on April 1. The media, which is being handled by True Media, includes a mix of linear TV, connected TV, YouTube, and social. 

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