Pet store’s innovative way of attracting customers
Award-winning Scampers is embarking on an innovative newspaper ad campaign, inviting dog owners to take their pets to the Cambridgeshire store where they can ‘pop in and pick up a doggy bag’. Dogs will be able to try the free tasting menu with a wide choice of natural pet food.
Scampers owner Piers Smart is advertising for owners to bring their dogs along to meet the team and enjoy a free snack from the store’s tasting table.
Piers has placed an advert on the front cover of his local newspaper, the Ely News, with a simple message: ‘We think it’s the best food in town’. Readers will discover it’s actually pet food when they turn to pages two and three, although the words ‘pick up a doggy bag’ are something of a clue.
“I don’t think any other pet store has ever done anything like this before,” said Piers. “The campaign starts in Ely this week and it will be followed in Newmarket and Cambridge. In each paper we are on the front page with the ‘hook’ and the main message is on pages two and three. The newspapers have a total circulation of over 50,000 in Cambridgeshire so we’re hopeful it’s going to work for us.”
Scampers leads the way in natural pet food and Piers believes there isn’t anything like his store anywhere else in Europe.
“We have the UK’s largest and best selection of totally natural, biologically appropriate pet food and treats,” said Piers. “We hand choose everything to help us improve the lives of pet parents and their beloved friends.”