Pets at Home knew the food was right when the kitten did the perfect poo

The latest instalment of the 'We're All For Pets' platform had to wake owners up to tailored nutrition and steer them to Pets at Home's trained colleagues instead of the confusing pet-food aisle.

Make the perfect poo — the unmistakable sign a pet's food is right — the hero of a nutrition campaign, with a kitten claiming credit to Meat Loaf

Bradley & Pablo directed a hero film where a kitten and a colleague declare 'We're all for perfect poos': a pomeranian wins a dog show against athletic rivals, a senior cat gets a specialist birthday dish, a poodle dines gourmet, and the kitten sashays away from a 'perfect poo' litterbox moment. Launched 23 July 2026 across TV, streaming, cinema, online video, social, influencer and outdoor.

MG OMD called it Pets at Home's biggest-ever nutrition media investment, built to reach almost every pet owner in the UK; no results figures yet.

On 23 July 2026 Pets at Home launched a major integrated nutrition campaign with agency T&P, the latest instalment of its 'We're All For Pets' platform. The idea taps a simple truth — every pet is unique, and busy owners can miss their pet's changing dietary needs in a notoriously confusing pet-food aisle — and then crowns the campaign's proof point: the perfect poo, the unmistakable marker of having found the right food for that pet.

The hero film, directed by Bradley & Pablo, opens to Meat Loaf as a kitten and a Pets at Home colleague utter 'We're all for perfect poos'. Playful scenarios follow: a pomeranian takes top spot at a dog show against athletic rivals, a senior cat celebrates a birthday with a specialist dish, a regal poodle enjoys a gourmet meal, and the kitten sashays away from a 'present' in the litterbox as the colleague exclaims 'It's the perfect poo!'.

The campaign champions Pets at Home's colleagues — over 5,000 trained advisors — as the answer to pet-food paralysis. Marketing director Madeline Shaw said tailored nutrition is fundamental to pets living long, happy lives, while group creative director Loui Bowes said pets deserve more than a culinary Groundhog Day. Media agency MG OMD described it as the retailer's biggest-ever nutrition media investment, running across TV, streaming, cinema, online video, social, influencer and outdoor from 23 July.

Every owner already inspects the outcome; making it the campaign's proof point turns private confirmation into the brand's claim.

A slightly rude joke buys attention in a category of soft-focus pets and interchangeable benefit claims.

Putting 5,000 trained colleagues at the centre converts a product comparison problem into a service answer only the retailer can give.

Naming the enemy — the confusing aisle and 'culinary Groundhog Day' — frames expert help as relief rather than another sales pitch.

The most honest proof your product works is the outcome customers already check at home — name it, and own it out loud.

The campaign launched on Thursday 23 July 2026 across TV, streaming, cinema, online video, social, influencer and outdoor, described by MG OMD as Pets at Home's biggest-ever nutrition media investment. No results figures are reported yet.