May 5th, 2023, Lesley Simeon
Pet care retailer Pets at Home has rebranded and launched a creative campaign to announce it. The brand has also introduced a new page on its official website titled “We’re all for pets” to serve as a hub for a range of services, including grooming and pet products. The campaign includes a short film and runs across cinema, TV, radio, social and digital, among other channels.
Through the rebrand, Pets at Home wants to appeal to both younger and older pet owners - but did its latest campaign manage to grab people’s attention?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Pets at Home’s Ad Awareness score grew among the general UK population post the launch of the brand’s campaign.
The metric - which indicates how many and which consumers are noticing the brand’s advertising - ticked up from 7% on 20 April 2023 (the day the campaign launched) to 10% on 1 May 2023.
Looking at different age groups, the campaign seems to have boosted Pets at Home’s Ad Awareness score among Britons aged 50 years and above the most. Data from BrandIndex shows that Ad Awareness among this group grew five percentage points, from 7% on 20 April 2023 to 12% on 1 May 2023.
Among younger audiences (18- to 34-year-olds) the metric grew three percentage points, from 7% on 20 April 2023 to 10% on 1 May 2023.
As for respondents between 35 to 49 years of age, Pets at Home’s Ad Awareness dipped slightly, from 8% on 20 April 2023 to 6% on 1 May 2023.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Pets at Home’s Ad Awareness score is based on the question: Which of the following retailers have you seen an advertisement for in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 863/287 GB adults between 1 April 2023 and 1 May 2023. Figures are based on a two-week moving average. Learn more about BrandIndex.
Photo by Veronika Jorjobert on Unsplash