Pet Supplies Plus stores have a smaller footprint than most pet supply chains. They do that intentionally, to make the shopping experience easier on their customers. The “Minus the hassle” campaign was born out of that idea: shopping for pet products can—and should—be easy.
The easiest way for a brand like Pet Supplies Plus to go after Big Box retailers is poke directly at their size. And oversized? Yeah, it’s definitely overrated.