07|17|2017 For animals like yours

Picture of a black cat

PLANTAGE BERLIN’s big TV campaign and new claim for ZooRoyal / Repositioning of the Rewe subsidiary in PoS and online

Animal lovers know: Our pets love us the most when they get not just any old thing, but when they get what’s good for them. With the new claim “For animals like yours” and tongue-in-cheek TV spots that celebrate the special human-animal relationship in all of its quirkiness, the REWE subsidiary ZooRoyal is repositioning their brand. Creative agency PLANTAGE BERLIN was able to win the contract for the pet supply’s online shop at the beginning of the year, and is responsible for their new brand positioning, the corresponding campaign and introduction of the independent brand on TV, PoS and online, starting today.

The claim developed by PLANTAGE BERLIN “For animals like yours” succinctly sums up the new brand positioning of the REWE subsidiary: ZooRoyal is the competent partner of all pet owners who see something special in their animals and helps them give their darlings nothing but the best.

Using funny stories about these animal protagonists, the TV spots place the relationship of the human-pet soulmates in the foreground. One sees, for example, a dog whose passion it is to burrow himself neck-deep, in the sofa. His owner uses this habit to spin a story about his growing up among sofa cushions. 

The films were the product of a collaboration with the production company Faust with Bastian Kuhn directing. The far-reaching TV campaign is completed by additional measures for PoS as well as online banners.

Beyond the communications campaign, incremental changes in the shop design and tonality — ZooRoyal will start addressing their clients informally — will also contribute to the new brand image.


About ZooRoyal

ZooRoyal GmbH is an online shop for pet products and supplies based in Cologne. Founded in 2008, with a product range of over 10 000 articles for everything from aquariums, cats, dogs, terraria, ponds, birds and horses, they have established themselves as the third largest internet mail-order company for pet supplies in Germany. ZooRoyal is already the leading provider in the categories of aquariums and terraria in Germany. Since 2014 ZooRoyal is a subsidiary of the REWE Group. For more information visit: www.zooroyal.de

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Nicole Ruhl, Marketing & PR
Aperto – An IBM Company
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