Pet Circle has unveiled its largest brand campaign to date, partnering with Warner Bros. and DC Studios to bring a touch of superhero power to Australian pets and their owners.
Timed to coincide with the release of the new live-action Superman film, the campaign is anchored by a $10,000 Superman-themed giveaway and celebrates the launch of Pet Circle’s redesigned website. Customers were encouraged to create pet profiles to unlock more personalised recommendations and deals on the platform, introducing them to a faster, smarter, and more tailored shopping experience.
“When we heard the new Superman film would feature a canine sidekick named Krypto, we saw the perfect opportunity to rally our passionate pet-loving community around something super for Pet Circle,” said Ella Lymbereas, Pet Circle VP of Brand and Creative.
Pet Circle’s website overhaul includes a refreshed design, improved navigation, and advanced features such as enhanced search, personalised recommendations, dynamic product listings with expert advice, and easier Auto Delivery management.
“The campaign also gave us the ideal moment to showcase our new website – a powerful upgrade designed to empower pet parents with smarter features and a more seamless, personalised shopping experience,” Lymbereas said.
As part of the campaign, Pet Circle released a limited-edition range of Superman pet toys and treats featuring Krypto the Superdog, who has quickly become a fan favourite.
The rollout has been supported by some of Australia’s best-known pet influencers, including Mochapom and Nick & Carrie, as well as Superman-branded delivery vans and boxes. At the Sydney movie premiere, a Krypto lookalike dog stole the show, delighting fans and media alike.
Pet Circle also teamed up with Animal Welfare League NSW, transforming rescue dogs into caped heroes to boost adoption efforts and create an emotional connection that resonated across social and PR channels.
The nationwide campaign spans digital, social, radio, and cinema, and will conclude later this month with a special giveaway event in Sydney where pet parents can pick up free limited-edition Superman toys for their furry companions.
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