Pets At Home - Vanity Fur

The Brief

The UK petcare market is worth more than £3.8bn, with over £437m of this spent on pet healthcare and accessories.

Pets at Home, the UK’s leading specialist petcare retailer, has 175 stores nationwide and stocks a vast range of petcare-related products to meet the needs of the UK’s 21m pet owners.

Brahm PR was tasked with creatively launching Pets at Home’s new Spring/Summer dog fashion collection and position the retailer as the destination for canine couture.

Our Response

Brahm developed a creative mechanic to grab media attention and drive sales of the dog clothing range.

It wanted to move away from supplying journalists with straight product images and instead showcase Pets at Home’s fashion collection in a lifestyle setting. With this in mind, and with increased competition from high-street retailers, Brahm proposed a simple media relations campaign that would create stand out with key journalists, using creative, lifestyle photography commissioned and directed by the PR team.

Brahm PR worked with its in-house design team to produce Vanity Fur – The Pets at Home Collection - Spring/Summer 2006.

A freelance photographer captured the quirky canine couture collection in both a studio and outdoor setting. The images were used for the Vogue-style Vanity Fur press pack.

Outcomes

The Vanity Fur booklet and press pack helped achieve significant coverage (more than 6m opportunities to see) and a return on investment of more than 500%.

Features about the boom in dog clothing from Pets at Home appeared on BBC2’s ‘Money Programme’ and on BBC TV North West, as well as in a range of national magazines and newspapers.

For further information please contact Phil Reed, Head of PR or Ruth Holgate, Business Development Manager, on 0113 230 4000 or email greatoutcomes@brahm.com