"Minus The Hassle" was born from the insight that shopping for pet products should be a seamless, hassle-free experience. Rather than spending countless hours in long lines and winding aisles, the campaign showcases how Pet Supplies Plus is a no-fuss, no frills pet supply shop that makes shopping simple.
A 30-second spot features a large dog representing Big Box stores and a smaller dog standing in for Pet Supplies Plus. Their human counterpart Stew takes the canines through a competition to see which dog can find their toy the fastest. The smaller dog is victorious to illustrate how Pet Supplies Plus provides an easier and more enjoyable shopping experience over its competitors.
The new campaign and "Minus the Hassle" tagline will extend to all of the brand's external messaging, including broadcast, social content, email, print, in-store signage and other marketing materials. Y&L was named AOR for Pet Supplies Plus in February after a formal review.