Covetrus Pet Care || A Personal Touch

Covetrus® Personalized Care Pharmacies had long occupied a purely clinical space - positioned around precision, science, and pharmaceutical excellence. While their compounded pet medications offered genuinely innovative, tailored solutions, the brand lacked emotional resonance. They had never before ventured into creative storytelling or human-centred messaging.

As lead copywriter, my role was to guide the brand into uncharted territory - crafting a campaign that balanced medical credibility with genuine empathy. I ideated and developed the overarching concept, scripted the manifesto film, presented to the client, directed the voice-over artist, and saw the entire piece through to production.

The work was grounded in a simple but powerful insight: medicating a pet is often a distressing experience for everyone involved. In a category dominated by convenience, cost, and clinical language, we reframed Covetrus as an empathetic partner - one that not only delivers personalised medications, but also understands the emotional stakes of pet care.

This repositioning was brought to life through a hero manifesto film, supported by a full suite of social media assets (Meta, LinkedIn, YouTube), targeted emailers, a redesign of their website, and digital content. The response was overwhelmingly positive - from pet owners, veterinary professionals, and Covetrus stakeholders alike.

For a brand that had never before prioritised creative storytelling, this campaign marked a significant and successful shift.