Pixabay, dog on lap

PetSmart has launched a new brand platform called Anything for Pets, which aims to highlight pet owners’ limitless love and admiration for their pets, officials said in a statement.

“It’s no secret we’re obsessed with our pets—the love and care, the joy, the spoiling and bonding—and there’s nothing we wouldn’t do for our them because, quite simply, there’s nothing they wouldn’t do for us,” said Will Smith, senior vice president and chief marketing officer at PetSmart, which is based in Phoenix. “Anything for Pets is more than a new tagline or marketing campaign. For us, it’s a way of life and the fabric of our company, inspired by the associates who continue to go above and beyond to serve our customers and their pets. They are living proof that at PetSmart, we’ll do anything for pets.”

Examples of how PetSmart demonstrates that it does anything for pets, according to officials, include providing expertly curated best-in-class brands; introducing innovative merchandise like Thrive reptile products, Whisker City cat essentials and Arcadia Trail outdoor gear; helping pets through its nonprofit PetSmart Charities, which has granted $475 million to partners across North America; facilitating the adoption of more than 9.5 million pets; ensuring academy-trained pet stylists have more than 800 hours of hands-on grooming instruction along with annual safety certifications; elevating Doggie Day Camp with the “ultimate experience;” and offering a full suite of training classes for all ages and abilities.

Customers will see Anything for Pets come to life in a national TV commercial created in collaboration with advertising agency Deutsch, LA and directed by award-winning director Shelley Lewis, officials said. The new Anything for Pets spot is a modern take on the beloved 1960’s musical Oliver, featuring pet owners doing anything for their pets, from waking up in the wee hours of the morning for walks to getting a tattoo of their feathered friend, officials added.

“The campaign of Anything for Pets is relatable for pet parents everywhere,” Smith said. “I wouldn’t be surprised if, in addition to singing along, pet parents nod their heads in agreement saying, ‘yep, I’ve been there.’”

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