Creating Story-Driven Idents for Pets at Home
The Problem
Pets at Home secured sponsorship of ITV’s Britain’s Top 100 Dogs – Live. They wanted to spotlight not only the flagship brand but also Vets4Pets, GroomRoom, and other services.
The challenge: sponsorship idents come with strict rules. Pets at Home needed to integrate brand personality and dogs into the format, all while working to an exceptionally tight deadline.
The Idea
We let the dogs lead. Across 12 idents, we created mini-stories of dogs going “backstage” during breaks for care, grooming, or new outfits, showcasing Pets at Home services in a fun, light-touch way.
The result was a set of idents that felt entertaining and relevant, subtly embedding the brand into the show’s theme.
The Outcome
Full production delivered in just 3 weeks from idea to broadcast
Seamless integration of Pets at Home services with the programme’s theme
Strengthened brand recall through engaging, story-driven idents
Reinforced client trust through creativity under pressure
FAQs
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What was the challenge for Pets at Home’s sponsorship campaign?
To create idents that showcased multiple services while complying with strict sponsorship rules and a tight deadline.
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How did Ideas + Outcomes approach the idents?
By telling mini-stories of dogs “backstage” receiving care, grooming, or outfits, tying services into the programme’s theme.
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What made the campaign effective?
The idents were playful, story-driven, and seamlessly integrated with the sponsorship context, making them memorable.
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What results did the project deliver?
Production in just three weeks, stronger brand recall, smooth service integration, and reinforced client trust.