Vitapet

Background
Vitapet is a leading supplier of Pet accessories and products to the New Zealand and Australian markets. Despite being a leading supplier, Vitapet was tracking at a very low level of unaided brand awareness, in a highly competitive market.

The insight

In the world of pet care, broadly speaking there are two types of consumers – Pet Passionate’s and people who pragmatically care for pets. Vitapet was focused on the later market. We needed to delve into the emotional drivers of females who pragmatically care for pets. The key insight we uncovered was Easy Pet Care = a Happy home. Vitapet makes it trouble free therefore alleviating the fears and frustrations and addressing key desires of making it easy.

The strategy
Firstly we created a unified brand belief for Vitapet. From here we created a communications platform: ‘Make your life as easy as theirs’

Anyone who has a pet, understands the notion that at one time or another they wished they had the life of their pet. This key insight and through the use of humour we were able to develop a campaign based off a powerful unified belief. We developed an integrated campaign consisting of TV, print, point of sale, shopping centre activation, radio and a sales promotion to drive both awareness and ultimately sales.