Pet Supplies Plus wants a bigger piece of its booming market, and it has tapped Young & Laramore for creative chores following a review.
The independent shop in Indianapolis impressed the retailer with its strategic branding work for clients such as Kraftmaid, Brizo and Schlage. Moving ahead, Y&L's mission is straightforward: develop long-term positioning for the company, which is expanding and competing with larger, better-known chains such as PetSmart and Petco.
Client director of marketing Adam Werder believes Y&L can provide "a cultural and creative launch pad" to help the chain grow from its present size of 330 locations in 26 states.
The shop's first work launches in the spring across traditional, digital, social and out-of-home channels. Y&L, through its EchoPoint Media division, takes over media chores from Re:Group, which continues to handle social media duties. (In recent years, Pet Supplies Plus had relied on Doner for creative.)
While ad spending has been modest of late—about $1.5 million in recent years—the chain plans to rev up its marketing engine in 2016. That makes sense, as the pet-products industry has enjoyed substantial growth for more than a decade, rising to about $60.6 billion last year from $36.3 billion in 2005, according to the American Pet Products Association.