In a move aimed at helping the company stand out in the increasingly crowded
online pet supply field, PETsMART.com is launching a national
television campaign.
The new campaign, created by Publicis Seattle, touts the idea of
shopping smart and having the entire PETsMART store, with its selection and
prices, delivered right to the consumer’s door.
The ad program premiered
Sunday on the Emmy Awards show.
Spending specifics were not disclosed.
“The campaign focuses on the elements that separate us from our dot com
competitors as the known authority and trusted destination for pet supplies
and pet care needs,” said Mike Houlahan, senior vice president of marketing
and business development.
“We are a brand with an outstanding heritage of
great service, selection and expertise — and the largest pet supply
retailer. The ads communicate the fun and friendliness of the brand and the
benefits of online shopping.”
The campaign breaks with a spot that introduces “Warren,” the friendly
PETsMART.com deliveryman who drives a magical delivery truck that delivers
the whole PETsMART store to the customer’s door.
The television ads are part of a multi-media campaign including print, radio,
outdoor and online.
In combination with bricks and mortar parent company PETsMART, PETsMART.com
will spend in excess of $50 million on promotion..
PETsMART.com is a partnership between PETsMART and idealab!
Publicis is a $1.5 billion U.S. communications agency that is part of the
global $6.5 billion Publicis S.A. Network.
Clients include GreatFood.com,
SeattleTimes.com, and MedicaLogic.