Burnett Helps Pet Chain Think ‘Smart’

CHICAGO More than a year after winning the estimated $25 million PetSmart account, Leo Burnett has finally created new work for the retailer, to break in conjunction with a redesigned logo intended to tout the company’s expertise in pet care and service.

A television and print campaign that breaks on Sept. 6 introduces the tagline, “That’s smart,” and highlights a logo that shows the company’s name rendered as “PetSmart,” rather than “PETsMART,” as it was previously known.

“The difference between ‘mart’ and ‘smart’ is more than a single letter,” said PetSmart CEO Philip Francis, in a statement. “It’s a way of being. We are prepared to answer your questions. We are thoughtful in our responses. We are kind and considerate. We are fun. We are smart.”

One spot depicts an owner stopping at an outdoor cafe with a Great Dane. The pooch stares at a little girl eating ice cream, but shows restraint and does not attempt to eat her food. When the owner gets his order, he praises the dog as a voiceover explains that PetSmart offers training classes.

Another commercial shows a dachshund taking a beloved toy everywhere. When the toy needs to be replaced, the dog and the owner head to PetSmart.

Print ads feature owners playing with their dogs and use copy describing them as “parents” of their pets.

In addition to the campaign, the Phoenix-based retailer is offering a new instant-win game, in which players test their pet care knowledge for a chance to win a $500 shopping spree.

Publicis Groupe-owned Burnett in Chicago won creative duties on the account in June 2004 after a review that included WPP Group’s JWT in Chicago, Omnicom’s DDB in San Francisco and Publicis Groupe’s Publicis in Dallas. (WPP Group’s Mediaedge:cia in Chicago handles media buying and planning.)

Spending on the effort was not disclosed. The company has spent about $25 million on TV and national magazine ads in each of the past two years, according to Nielsen Monitor-Plus.