It’s a jungle out there in pet retailing. With fierce competition from online
retailers, Petbarn needed to create a seamless instore and online experience.
They challenged True to create a multi-channel integrated campaign for the
Christmas period. This meant driving customers instore, engaging them on
social and inspiring them to get behind Petbarn’s annual Tree of Hope
With Team Happiness at the helm (our ambassadors Joy, Love and Hope),
we delivered Petbarn’s POS and in-store collateral, anchored with an in-store
prize promotion. We created an inspired gift guide, then kicked off a social
content calendar that dazzled with daily prize giveaways and innovative
The Happiness Season gift guide was 32 pages of seasonal fashion and gift ideas
from dog and cat bedding to activewear and toys. Even lizards and stick insects got
a look in. True conceptualised, photographed and brought the guide to life, available
online and to key influencers.
Every gondola end, every Tree of Hope ornament, every impulse bar message… we
spread happiness throughout the whole store. We showcased seasonal items, from
reindeer ears and Santa hats to premium food. Staff were motivated with their own
Happiness Season Mantra too.
We kicked off our social content calendar with a Happiness Season Giveaway (31
days of prizes counting down to Christmas) and traffic-driving posts that included
GIFs, cinemagraphs, stop-motion videos, short form and long form videos, behind the
scenes videos and more. Social was also used to drive donations to the Tree of Hope
Appeal. Did people engage? They absolutely did, with 41,777 comments and likes,
and a total unique reach of over 1.2 million on Facebook and Instagram.