Petbarn, a leading pet supply retailer, has announced the launch of its new Puppy and Kitten Club, a free-to-join initiative offering resources for pet parents during the first year of their pet's life. The launch is supported by a comprehensive campaign created by the award-winning creative agency, Howatson+Company.

The campaign includes a film directed by Arundati Thandur from FINCH, which serves as a tribute to the love new pet parents experience. The film is set to a unique cover of the song 'Love is all Around', made famous by Wet Wet Wet, and showcases a variety of breeds to highlight the diversity of pets catered for by Petbarn.

"There are three universal truths that make the fabric of Petbarn unique, firstly our employee engagement scores tell us that our team members love what they do, our NPS data shows us that pet parents love Petbarn and most of all we know that pets love coming to Petbarn. The Petbarn Puppy and Kitten Club gives pet parents everything they need from advice, rewards to savings – doubling down on our commitment," said Nicholas Adams, Chief Customer Officer of Greencross Pet Wellness Company.

The campaign officially launched on 18 August and is supported by an integrated mix of broadcast, digital, and outdoor media, focusing on high attention channels. This initiative is part of Petbarn's ongoing efforts to provide support and nurturing for pet parents and their pets, as well as instilling confidence as pets transition to adulthood.

Howatson+Company, the creative agency behind the campaign, has a strong track record of success, having won numerous awards including Adnews Creative, Independent, Employer and Agency of the Year 2024, and Cannes Global Independent Agency of the Year - Good 2023.

"We needed to show that Petbarn is the place to go for all things puppies and kittens. It just so happens that puppies and kittens are the most salient and loved assets of all time. So we went all in on that, from the lyrics of our song, to our set design, to showing as many breeds into the ad as possible," said Jared Wicker & Elaine Li, Creative Directors at Howatson+Company.