Home Campaigns Mindshare Retains Maxi Zoo and Launches New Campaign

Mindshare Retains Maxi Zoo and Launches New Campaign

Mindshare Ireland has retained the account for Maxi Zoo, the chain of pet stores that is owned by the German Fressnapf Group. The GroupM agency has also rolled out a new campaign in Ireland for the retail brand which has 20 stores around the country.

The account was retained as part of a multi-market pitch for the European organisation.

Maxi Zoo launched in Ireland in 2006 and Mindshare Ireland had been working for the business for a number of months. Apart from handling all the media buying, the agency, together with its Invention team, has also created a new campaign for the brand that highlights its “green tag” value options.

According to Noelle Long, purchasing and marketing director at Maxi Zoo: “In an ever-changing retail environment, we continue to strive to do the very best for our customers. Pets are part of the family and at the heart of our business so we are proud to launch this initiative to help pet owners provide for their pets without compromising on quality. As the cost of living increases, we felt it was important to address the challenges our customers are facing and are proud and excited about this campaign”.

Joe Clifford, account director, and Nessa van Rooyen, client service director with the agency add: “The objective was clear, we needed to standout from our competitors by creating an emotional connection with our audience, showcasing the benefits and value Maxi Zoo offers its customers every day. The newly created Maxi Value tag sums up this value proposition that’s Perfect for your pet, perfect for your pocket.”


Client: Maxi Zoo Ireland
Anthony Cremin, Marketing Manager
Noelle Long, Purchasing and Marketing Director
Enrico De Luca, Managing Director
Mark Slattery, Inhouse Design
Erica O Connor, Marketing

Agency: Mindshare
Joe Clifford, Account Director
Laura Duignam, Account Director
Lorcan Quinn, Account Executive
Greg Colley, Creative Concept & Director
Nessa van Rooyen, Client Service Director
Production Manager: Katie Michalak
Production Coordinator: Pippa Durham
Emma Morris, Creative Director
Ethan Copage, Senior Video Production Manager
Robyn Sproule, Designer
Victor Migliari, Designer

Production Support
Joe Copage, Director of Photography
Evan Doherty, Stills Photographer
Ciarán Bonner, Set Designer
Cillian O Donnachadha, Puppeteer
Eddie Drew, Dog Handler

David Fitzgerald
Jade Reilly

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