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When Petsmart chain stores began sprouting in Kentucky earlier this year, independent retailer IncrediPet made a move of its own. It hired Meridian Communications to help it outfox, rather than outspend, the competition.
The Lexington, Ky., agency’s new billboard campaign spouts short, cat-chy phrases, like “Flabby tabby?” (for low-cal cat food) and “Aaaaaccckkkk attack” (for hairball medicine), focusing on the retailer’s wide selection of pet foods and dietary supplements.
But the most popular billboard message paraphrases a well-known scatological clichƒ.
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