Jumpstart the Joy

At a time when many marketers are chasing value-driven shoppers, this holiday season PetSmart is betting on emotion and joy, specifically the kind that has four legs and a wagging tail. Titled PetSmart Jumpstarts the Joy, the new campaign from Deutsch features a diverse cast of talented pets across species and builds on the brand’s trusted retail reputation with emotional resonance. Anchored by a magical in-store “portal” and narrated with a clever twist on ’Twas the Night Before Christmas, the work celebrates how pet parents turn to PetSmart to make the season bright, blending real-life warmth with retail holiday enchantment.

Grounded in research showing that more than 80% of shoppers say spending on their pets brings them more joy than any other purchase, the campaign reframes “value” around connection rather than cost. It reflects wider retail behavior as consumers, especially Gen Z and millennial shoppers, seek emotionally resonant in-store experiences to complement their digital habits, choosing moments where they can see, touch, try, or compare products. It is emotional economics in action, and PetSmart’s holiday message taps directly into it.

The full 360 campaign spans Linear, CTV, OLV, paid social, and search, with unique videos built around key seasonal moments including November shopping, Black Friday, holiday grooming, photos with Santa, autoship, last-minute gifting, and same-day delivery. In-store highlights include free photos with Santa on December 13 and 14 and advance bookings for pets’ holiday grooming, ensuring pet parents feel supported throughout the festive season.