Young & Laramore

Plus/Minus: Warehouse-sized stores

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.

In order to drive home the “Minus the hassle” tagline, we created a Plus/Minus structure for print, in-store and collateral communications to highlight the benefit of shopping at Pet Supplies Plus (“plus”) versus the hassle of shopping at a Big Box retailer (“minus”). Because trust us, there is nothing enjoyable about shopping in a warehouse-sized store.


Differentiating a brand in a cluttered category: strategy, research, media planning and buying, broadcast, print, out-of-home, events, identity system, specialty collateral, digital and website