Pet Supplies Plus is number three in the "Pet Supply" category, behind Petco and PetSmart. They came to us hoping to change that.
So we got to know PSP. And we found it's actually a pretty scrappy brand. More "indie record store" than big corporate label. They told us they wanted to steal shares away from their corporate big box competition, by convincing their customers that PSP is simply the better choice. To do that, we had to first understand the differences between PSP and its red and blue counterparts. What we found is that PSPs are smaller...way smaller. Which means customers spend less time looking for what they need, and more time actually getting it.
With this in mind, we created a new tagline for the brand: Pet Supplies Plus. Minus the hassle.
That's right: “Minus the hassle.”
Minus the long lines, the winding aisles, the stale corporate ideals and the general notion that customers might have to drive farther, work harder or wait longer to get the things they need.
To bring the campaign to life we did a full overhaul on the brand, touching everything from in-store art work and signage to employee t-shirts, from print ads to broadcast video.
Small Box vs. Big Box :30
Waiting :30
Oversized :15
Searching :15
In store
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Senior Copywriter: Scott King | Art direction: Zac Neulieb