Australia's largest online pet store, Pet Circle, has taken the wrappers off a cheeky new summer campaign titled 'Get The F* Out' (GTFO).

The campaign, masterminded by creative agency Jack Nimble, aims to inspire pet owners to spend more time outdoors with their pets, breaking away from the usual bricks-and-mortar retail monotony. The 'GTFO' acronym, a playful twist on internet slang, stands for 'getting their Furbaby or Feline out'.

Jon Wild, Pet Circle's Chief Growth and Marketing Officer, explained the rationale behind the campaign.

"We wanted a campaign that would not only captivate busy pet parents, driving them to shop online, but also serve as a passionate rallying cry for our commitment to helping pet parents to Pet Better. GTFO delivers on this, and will have everyone’s attention faster than a dog spotting a ball,” he said.

According to Pet Circle's Brand, Creative and Communications Director, Ella Lymbereas, GTFO flips the stereotypical pet store ad on its head.

"Our campaign has been created to cut-through the bricks-and-mortar retail monotony and show there is a better way for pet parents to spend their time - getting outdoors with their pet. And have a bit of cheeky fun while doing it," she said.

The campaign's creative edge was further highlighted by Angus Mullane, Jack Nimble's Co-Founder and Executive Producer.

“By embracing the cheeky spirit of internet culture, we've crafted a message that's not just memorable, but sparks a real connection with today's pet parents. It's about bringing a sense of fun and freedom to the pet shopping experience, encouraging pet owners to make the most of their outdoor adventures while Pet Circle takes care of their pet needs online."

The GTFO campaign will initially roll out across Out-Of-Home (OOH) and radio platforms, with social media and YouTube following in a second instalment. In addition, Pet Circle plans to develop vet content on how to safely enjoy the outdoors with pets this summer and is set to partner with a number of Australian influencers to amplify the campaign's reach.