PETsMART.com Launches TV Campaign

In a move aimed at helping the company stand out in the increasingly crowded online pet supply field, PETsMART.com is launching a national television campaign.

The new campaign, created by Publicis Seattle, touts the idea of shopping smart and having the entire PETsMART store, with its selection and prices, delivered right to the consumer’s door.

The ad program premiered Sunday on the Emmy Awards show.

Spending specifics were not disclosed.

“The campaign focuses on the elements that separate us from our dot com competitors as the known authority and trusted destination for pet supplies and pet care needs,” said Mike Houlahan, senior vice president of marketing and business development.

“We are a brand with an outstanding heritage of great service, selection and expertise — and the largest pet supply retailer. The ads communicate the fun and friendliness of the brand and the benefits of online shopping.”

The campaign breaks with a spot that introduces “Warren,” the friendly PETsMART.com deliveryman who drives a magical delivery truck that delivers the whole PETsMART store to the customer’s door.

The television ads are part of a multi-media campaign including print, radio, outdoor and online.

In combination with bricks and mortar parent company PETsMART, PETsMART.com will spend in excess of $50 million on promotion..

PETsMART.com is a partnership between PETsMART and idealab! Publicis is a $1.5 billion U.S. communications agency that is part of the global $6.5 billion Publicis S.A. Network.

Clients include GreatFood.com, SeattleTimes.com, and MedicaLogic.