• by Larissa Faw , February 2, 2016

Young & Laramore (Y&L) has been named lead creative agency and primary brand strategist for Pets Supplies Plus following a formal review. Y&L’s scope of work will include brand strategy, content creation, digital, social and out-of-home.

The first work is debuting this spring. Doner was the previous agency. 

This account switch comes as Pet Supplies Plus seeks to expand its national footprint. The pet store chain sells pet food, pet products and grooming services in more than 330 stores across 26 states. Now the chain wants a more cohesive, national narrative.

Y&L won the business based on the agency’s strategic branding work for clients such as Kraftmaid, Brizo and Schlage. Agency executives decline to discuss strategy, including whether they are likely to continue using the long-running "America's Favorite Pet Store" tagline. 

“Y&L is at its best aligning business strategy with brand strategy and creative,” said Adam Werder, director of marketing at Pet Supplies Plus. “The Resolve process, Y&L’s brand strategy process, helped us define what we truly stand for, creating a cultural and creative launch pad."