All-Ukrainian omnichannel chain MasterZoo, which is part of Suziria Group, is the brand leader in the category of specialized retail in the pets market of Ukraine. Since 2007, MasterZoo has been helping Ukrainians take care of their pets in various circumstances: opening stores where customers need them, expanding the assortment according to their needs, and creating a unique shopping experience. Last year, together with the creative agency Taktika, the network updated the brand strategy and turned into a store of furry personalities. After all, for MasterZoo, each pet is an individual with its own character, preferences, quirks and peculiarities.
In the spring, MasterZoo released a new promotional video in the format of a joint furry appeal from pets. In it, fluffy, feathered, scaly personalities from different regions of Ukraine tenderly and lovingly address their people and thank them for their care and understanding. Corgi Freya from the capital, a dog Rudyk from Zhashkiv, an old iguana Juan, a cat from Kharkiv, a parrot and others joined the appeal.
“Our task was to make an emotional national brand campaign. We decided to give furry personalities the opportunity to appeal to their people with the support of MasterZoo. We wanted people to recognize the characters of their pets. For someone to see their rat in the video and someone to see their cranky dog. It was important so that the words of the personalities’ appeal resonate with everyone who hears them,” – comments Inna Kovalchuk, Taktika’s creative copywriter, about the creation of the campaign.
“The approach to work and communication of MasterZoo is built on the insights and understanding of our customers, who today already exceed 1.5 million. That is why our stores are a place where you can find everything – from specific feeds to veterinary drugs, where the packages of orders are signed with the name of the addressee-pet, where there are special gift boxes for congratulating your loved ones pet on special occasions. So the furry appeal is a huge thank you to all Ukrainians for their selfless care and love for furry personalities,” — shared Tetyana Kornienko, marketing director of the all-Ukrainian chain of pet stores MasterZoo.
The idea of appeal, in addition to videos, also spread to outdoor advertising, as well as radio spots, where furry personalities thanked their people for more rational things – like a swing in a parrot cage.
