Background: With stores in 36 states, Pet Supplies Plus grew to being the third largest pet retailer in America by providing pet parents the products, services, and help they need, and their pets with all the scratches and treats they want. But with increased pressure from established giants and newcomers, they needed help to grow where they were, and move into new states.

Challenge: Their identity was entirely functional, constantly touting assortment, prices, and sales. However, with competitors like Amazon, Chewy, Costco, or PetSmart, such an approach was doomed to fail. We needed to create a brand built on emotion, and give a reason not just to buy from us, but buy into us.

Spark: More and more gen z and millennials are delaying parenthood - if at all - and fulfilling their nurturing instincts onto their pets, proudly calling themselves Pet Parents.

Idea: At Pet Supplies Plus we believe pet parents are a special breed who go over and above to treat their fur babies like members of the family. They won’t settle, so we won’t settle in always providing the best products and services. Because at Pet Supplies Plus, we exist to to celebrate and empower Pet Parents of every breed.