Petstore.com Launches $15 Million National Brand Campaign

Petstore.com launched its first national advertising campaign and said it will follow up later this week with a newly designed Web site.

The $15 million advertising effort emphasizes Petstore.com’s “understanding of the emotional bond that exists between people and their pets,” the company said.

The campaign was created by Black Rocket and includes six television commercials, as well as radio and magazine ads. Debuting in New York and San Francisco, the campaign will air on all of the major networks during prime time, late night and early morning programming.

Petstore.com will expand the campaign into another eight markets later this month, and will advertise on a number of national cable stations.

All of the ads end with the tag line, “Hey, we know,” highlighting Petstore.com’s understanding of the important role pets play in our lives.

The site redesign was developed jointly by Petstore.com and creative agency Eleven Inc.

The site features pictures, profiles and advice from over 20 pet experts from around the country, including American Animal Hospital Association (AAHA) accredited veterinarians, behaviorists from prominent animal shelters, biologists, and experienced department managers.

Black Rocket clients include Discover Online Brokerage, Yahoo, Wired Magazine & Petstore.com. Eleven’s clients include Barclays Global Investors, Creditland.com, Crosslink Capital, Hewlett-Packard, Optiva Corp., Petstore.com, Think3, Thomas Weisel Partners and Williams-Sonoma Inc.