New pet brand Itch debuts with first campaign

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by Josh Hall

Itch, a new pet wellbeing brand, has launched today with an integrated campaign.

The campaign leads with a TV spot created by independent agency NOW, featuring household pets DJing, much to the annoyance of their owners.

The ad will be supported by OOH activities, with the campaign running across TV, London Underground billboards, and Outdoor Plus icon posters.

Itch sells flea prevention medication on a subscription basis. It was founded by direct-to-consumer entrepreneur James Cox, pet supply retailers Jonny and Adam Gould, and Zoopla CMO Charlotte Harper.

Commenting on the launch, Harper said: “Itch was launched with the aim of infusing the pet care market with a massive dose of personality, whist offering pet owners direct access to the best personalised flea products for their pets.

“It’s a brand that is not afraid to be bold and brave in a bid to address our pets wellbeing needs. We wanted a unique, playful and unforgettable ad and NOW have really delivered on our brief to delight and scare us!

“Our experience in the pet care industry, combined with worked closely with world-class experts has helped us to create a product and a personalised service that we know are the absolute best for our pets and customers.”

Laura Muse, Creative Director at Now, added: “Taking popular culture, then working in a memorable brand message is what we do best.

“So working on this has scratched our own creative itch; allowing us to put our cat and dog meme expertise to use in a way that will grab people's attention and really work hard for the brand.”

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