Two dogs, two days, one location and very little need for retouching.

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Pets at Home needed a campaign to support a promotional feature space for the Wainwrights own-label brand, running alongside a 25% offer. Two routes were presented at concept stage,
one illustrative, one photographic. The photography route won.

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A location shoot over two days generated a strong body of images across multiple dogs and natural settings. The surroundings did most of the heavy lifting. Minimal retouching was needed, which was entirely the point. The resulting hero shot had the warmth and authenticity the brand needed. From there it was rolled out across email, social, online banners, instore POS, newsprint and billboards. The visual identity drew directly from existing Wainwrights packaging, with the logo, brand colours and type as the starting point throughout.