Tom&Co casts dogs for its own-brand jingle

Belgian pet retailer Tom&Co has launched a new campaign for its private label Good. The campaign jingle was composed from the barks, howls and other sounds of real dogs, recorded during a casting organised specifically for the purpose. Tom&Co developed the campaign together with the advertising agency Air and the sound studio Raygun. It is running across digital channels and in Tom&Co’s stores. A making-of video of the recording is available on YouTube (french and netherlandish).

According to marketing director Lorraine Swaelens, the campaign is intended to reflect the company’s view that pets are full members of the family.

Founded in 1991, Tom&Co operates 197 stores in Belgium, France and Luxembourg as well as an online shop with click-and-collect. Under the Pharmapets and Vetostore names, the company also runs online veterinary pharmacies in Belgium, the Netherlands and…