The company bet on three campaigns, created by Brancozulu, for the network expansion project
Petland&CO wants to expand its network across the country, with the conversion of 150 small pet shops, of the 213 affiliates, which enjoy the benefits of the group, but do not use the brand.
The company will finance the store’s retrofit and advertising in the neighborhood, investing up to R$250,000 per store, reaching a total amount of R$30 million.
The company launched the national campaign “Petland adopts me”, which aims to give five independent brand pet shop owners the opportunity to be part of the franchise network. In the 40” film, created by the Brancozulu agency, interested candidates talk about their skills and why they deserve to be ‘adopted’ by Petland.
“The selection process is very similar to a job vacancy, in which the entrepreneur has to fill out a form, in addition to sending photos and video of the store, on the official campaign page”, explained Eduardo Bachur, Head of Marketing and Expansion at Petland.
Entries will be accepted between 02/15 and 04/15 and the disclosure of the compilation will be published on the campaign page, within 90 days after the closing of entries.
A portion of the marketing budget will cover advertising for the selected pet shop on billboards, TV, radio and promotional materials.
“The pet market is very competitive and the small business is not able to ‘fight’ with the big chains, so being part of a franchise brings many advantages in management, especially in the quality of the services offered, and in the financial results”, he said. the CEO of Petland&CO, Rodrigo Albuquerque.
Currently with 133 Petland stores, the network’s expansion plans are to increase banner conversion from 10% to close to 50% this year. “Experience has shown us that the more stores in a region or city, the faster the brand is strengthened”, says the CEO.
Therefore, the group invested in two other campaigns: “Boca a Boca”, aimed at converting in target cities in the interior, and “Pulo do Gato”, aimed at entrepreneurs interested in opening a pet franchise. Both broadcast by TV Globosat, in addition to YouTube and regional media, and created by Brancozulu.
“We came to the conclusion that the pet ‘sends it’ and, therefore, the message we want to convey is that Petland is the pet shop faithful to your pet”, said Glauco Ciasca, partner and creative director of the agency. .