Online pet food retailer Paws has launched its first major advertising campaign, running across TV, radio and social media.
The ‘pet care made personal’ campaign highlights the company’s bespoke and tailored recipe service, with the adverts voiced by comedian Joe Wilkinson.
The campaign is based on the idea “If pets could talk, which they can’t, but if they could…” with a different cat or dog featured in each commercial. Wilkinson tells the viewer what each pet would tell us if they could speak, ranging from Baz the bassett hound, who gets terrible wind from eating chicken, to Carlos, the cat with a sophisticated palate who craves more exciting flavours than tuna.
Adam Lawrenson, Chief Product Officer at Paws, said: “If pets could talk, which they can’t, but if they could, they’d ask for tailored care and products that can help them live healthy, happy lives.
“Paws is on a mission to give them just that, using our years of pet care experience, smart tech, and medically trained in-house health advisors.”
The new brand strategy and creative were developed by agency BigSmall, with media planning through Craft Media.
