Humorous campaign for Petbarn, giant Leaps & Bounds for Petkind

1st November

IdeaWorks, part of VMLY&R, has created its first brand campaign for Petbarn Exclusive Brands division since being appointed to the business late last year. 

The campaign for Petbarn’s exclusive label pet food, Leaps & Bounds, is themed ‘Petkind’. It celebrates the quirky yet quality brand by championing pets with personality, to show natural pet food made from simple ingredients can be available to all Petkind, while remaining affordable for pet owners.

A series of humorous online content videos showing pets’ unique personalities and quirks, including a dog show with a definite difference, is supported by small format OOH, social content and dynamic digital displays.

Drew Frame, Senior Exclusive Label Brand Manager at Petbarn said: “We’re excited to introduce our first Leaps & Bounds campaign to the market. It is a highly differentiated approach that will make a real impact for our business. We’re very proud of our IdeaWorks partnership, working together to give our private label brands some real personality and develop a genuine connection with our customers.”

Danny Lattouf, Regional Head of Retail, IdeaWorks, by VMLY&R, said: “It is refreshing to be working with a client who is not only investing in its private label, but enabling its quirky personality to shine through. A unique brand deserves a unique approach – and this campaign delivers a real point of difference in the competitive retail pet food market.”

Petbarn’s new campaign for Leaps & Bounds launched this week with further executions to roll out during the week.

To view two of the videos, go to:

‘Slobber’ 30s


 ‘Shake’ 15s




Client: Petbarn

Senior Exclusive Label Brand Manager: Drew Frame

Assistant Brand Manager Exclusive Brands: Victoria Rae


Agency: IdeaWorks by VMLY&R

Chief Creative Officer: Paul Nagy

Associate Creative Directors: Richard Shaw, Jeremy Hogg

Art Director: Daniel Galeano

Copywriter: Facundo Martinelli

Designers: Anderson Carloni, Adrian Mok

Regional Head of Retail: Danny Lattouf

Account Director: Jacinda Tree

Account Executive: Georgina Chau

Agency Producers: Kilou Picard / Stevi Russell



Director: Gary John, Photoplay

Producer: Bonnie Fay, Photoplay

Post Production: The Editors

Sound-mix: SongZu


Media: Vizeum Sydney


VMLY&R is part of WPP AUNZ, Australasia’s leading marketing communications group.