Lovet, a pet health care brand recently acquired and rebranded by The Aspen Group, partnered with us to launch a go-to-market campaign that would immediately resonate with pet parents on a deeply emotional level.
The challenge: How do you show — not tell — that you truly understand how much people love their pets, and how stressful it can be getting them the right care at the right time, at the right cost?
Our goal was to position Lovet not just as another veterinary provider, but as a true partner to pet parents in their most vulnerable moments: when they’re worried sick. We developed a campaign rooted in a simple, powerful emotional truth — worrying is a sign of love — and turned it into a clear brand promise: “Worrying about your pet is a sign of love. Let Lovet be your sigh of relief.”
The work needed to be emotionally resonant without feeling sentimental, and bold without losing warmth. The copy had to be clever, human, and hard-hitting, while the art direction needed to feel like a seamless extension of Lovet’s existing brand system with a modern, bold twist.
Ultimately, the objective was to make pet parents feel seen, supported, and understood — reinforcing Lovet as vet care designed for pet parents too. Or, as the campaign declares: Vet Care That’s Easy to Love.
Positioning:
Our dogs and cats aren’t just fixtures in the background, they are part of our family. We love them like they’re our own children, and for some of us, they are our children. They have a stocking at Christmas, a million pet names, special birthday parties, and most of all, endless love. But pet owners today need more.
They don’t just need expert vet care, they need support in being the best pet parent they can be while the cost of living and responsibilities mount. They need more convenient vet hours. They need to know if they’re little booger is okay without paying $300 for an exam. They need ways to pay that actually work with their lifestyle, like paying over time, care on the weekends, and someone to ask a question to, even if it’s 2am on a Sunday.
In other words, pet owners need a vet they can count on. A vet they can love. Welcome to Lovet.
Straetgy:
To bring Vet Care That’s Easy to Love to life, we immersed ourselves in the emotional reality of pet ownership — the constant low-level anxiety, the late-night Googling, the borderline obsessive love, and the deep, unbreakable bond that makes every concern feel extra urgent.
Our strategy centered on tapping into universally relatable “IYKYK” moments for their target demographic, pet owners 25-45, using humor and insight as emotional shorthand. Lines like, “If you’re searching ‘is it okay if my dog ___ three times a day,’ you need a vet open 7 days a week” and “It's not a mini worry when it's about your mini,” made the brand feel like they're in on the joke.
Lovet engaged three agencies in the competitive pitch, asking each team to develop a full go-to-market campaign. Despite competing against two significantly larger agencies, and only having two weeks to come up with the campaign (two weeks less than the others), Lovet selected our work as the creative direction for the brand’s launch.
So we got to work. We produced a two-day shoot in Arizona, intentionally designed to capture real, intimate moments between pets and their parents. We balanced planning out different shots to show that unbreakable bond — matching outfits, morning cuddles, relatable selfies — while also allowing real, candid moments between our human and pet actors to happen. We intentionally cast actors that looked like our dog and cat talent, reinforcing the idea that pets truly are our family. This was also done in just three weeks — from concepting and scripting to casting, location scouting, wardrobe, props, pre-pro, and the actual shoot!
We created a world that pet parents could easily see themselves in—one where their pet is their world.
Despite extreme heat, tight timelines, the complexities of having and shooting animals on set, and the unpredictability of working with live animals, we delivered a polished mix of brand films, video ads, statics, carousel ads, and a comprehensive photo library — all anchored in authentic love and elevated by bold, hard-hitting copy.
This campaign was a success on every level that mattered.
Despite entering the pitch with less preparation time than competing agencies, Lovet selected our work as the foundation for their national go-to-market launch — a clear validation of the strength of the creative strategy and emotional insight.
The response from the Lovet team was immediate and enthusiastic. From scripts to final assets, the work required almost no revisions, signaling strong internal alignment and confidence in the creative direction.
Early performance data shows strong click-through rates, increased brand awareness, and positive sentiment, while Lovet pet hospitals have reported increased demand following the rollout. Beyond launch performance, the campaign delivered lasting value: a robust content library consisting of thousands of assets and hours of footage now powering Lovet’s website, advertising, and broader marketing ecosystem.
The work didn’t just launch a brand — it reshaped how Lovet shows up for pet parents everywhere.
When the brand loves the work, consumers connect with the work, and the work delivers real business momentum, we know we did our job.
