Every pet parent has been there: the potty training, the early mornings
and late nights, the feedings, the doctor visits. PetSmart®
(NASDAQ: PETM) sees these experiences as ‘pethood’
– similar to parenthood, but with the occasional fleas, harder bath
times and, luckily, no eye rolling in the teen years. PetSmart brings
pethood to life in a new campaign that launched during Sunday’s biggest
awards broadcast featuring actors Anna Faris, star of the TV show “Mom,”
and Jennifer Coolidge, of “American Pie” movie series and current TV
show “2 Broke Girls.”
“The idea of Partners in Pethood is based on a simple premise: 'Parents
of Pets' are a lot like parents of children and they love their pets as
much as parents love their kids,” said Phil Bowman, PetSmart Executive
Vice President, Customer Experience. “Our experiences with pethood are
told through different types of pet parents, from the new, concerned pet
parents to the ‘cool’ pet parents. They might be a little eccentric, but
they’re definitely entertaining and – we hope – endearing.”
The PetSmart Partners in Pethood story, created by advertising agency
GSD&M, begins with a series of short
films and ads that feature relatable pet parents in the throes of
pethood – highlighting relatable antics such as the over-protective
parent, new parents and the overly-competitive mom. These stories are
brought to life by the recognizable improv of GO Film director
Christopher Guest, actor, director, writer, musician and composer. Guest
is joined in two spots by Faris and Coolidge.
In the journey of pethood, PetSmart is the partner of choice because of
its knowledgeable associates, wide range of services and stocking
customers’ favorite brands – whether their kids have two legs or four,
whether they have fur, scales or feathers.
“The 'PetSmart Partners in Pethood' campaign is based on the fact that
just like with kids, pet parents want the best for their pets. They
don’t always know what they should be doing, but as their partner, we
can help them through it all,” said David Lenhardt, PetSmart President
and CEO. “At PetSmart, we’re every pet parent’s partner, and we’re here
to share in the joy, here to help them find solutions and, ultimately,
here to have fun with them during their journey through pethood.”
PetSmart’s new campaign
launched on TV
and through a fully-integrated campaign featured in five 2-minute
mini-films online and carried through print, digital and social media.
What does pethood mean to you?
Our campaign, PetSmart Partners in Pethood, makes clear what pethood
means to us – what does it mean to you? Pet parents everywhere are
invited to share their own meaning of pethood through PetSmart’s Pet
Parenthood contest on Twitter,
running Feb. 22 through March 8, 2015. Share your story with
#PetSmartContest. Five winners will receive a $250 personalized pethood
package to experience firsthand how PetSmart is your partner in pethood.
Follow along with more pethood stories on PetSmart’s Facebook,
Twitter,
Pinterest
and Instagram.
About PetSmart
PetSmart,
Inc. (NASDAQ: PETM) is the largest specialty pet retailer of
services and solutions for the lifetime needs of pets. At PetSmart, we
believe pets make us better people. That’s why we create more moments
for people to be inspired by pets. This mission impacts everything we do
for our customers, the way we support our associates, and how we give
back to our communities. We employ approximately 54,000 associates,
operate approximately 1,387 pet stores in the United States, Canada and
Puerto Rico and approximately 201 in-store PetSmart®
PetsHotel® dog and cat boarding facilities. PetSmart provides a
broad range of competitively priced pet food and pet products and offers
dog training, pet grooming, pet boarding, PetSmart
Doggie Day Camp day care services and pet adoption services
in-store. Through petsmart.com and pet360.com, we offer the most
comprehensive online pet supplies and pet care information in the U.S.
Through our in-store pet adoption partnership with independent nonprofit
organizations, PetSmart
Charities® and PetSmart Charities® of Canada, PetSmart helps to save
the lives of more than 400,000 homeless pets each year. In addition,
PetSmart supports organizations that make communities a better place to
call home through our philanthropy program, PetSmart
Gives Back™. By giving back to the communities where we live and
work, PetSmart not only celebrates the power of pets to enrich
people's lives—we live it.
Follow PetSmart on Twitter: @PetSmart
Find
PetSmart on Facebook: www.facebook.com/PetSmart
See
PetSmart on YouTube: www.YouTube.com/PetSmart
Copyright Business Wire 2015