Australia’s leading online pet retailer, Pet Circle, has unveiled its largest brand campaign to date in partnership with Warner Bros. and DC Studios.
The national campaign coincides with the release of the new Superman film and the launch of Pet Circle’s redesigned digital platform, reflecting a strategic push to enhance personalisation and customer experience.
Timed with the theatrical debut of Superman, the campaign introduces a refreshed Pet Circle website and a $10,000 Superman giveaway, encouraging customers to create pet profiles for more tailored shopping.
The initiative marks a new phase in Pet Circle’s customer engagement strategy, placing a stronger emphasis on tech-driven personalisation.
The updated website offers faster navigation, dynamic product content, enhanced search capabilities, expert pet advice integration, and streamlined Auto Delivery options.
“When we heard the new Superman film would feature a canine sidekick named Krypto, we saw the perfect opportunity to rally our passionate pet-loving community around something super for Pet Circle.” said Ella Lymbereas, Vice President of Brand and Creative at Pet Circle.
“The campaign also gave us the ideal moment to showcase our new website — a powerful upgrade designed to empower pet parents with smarter features and a more seamless, personalised shopping experience.”
As part of the promotional activity, Pet Circle launched a limited-edition line of Superman-themed pet toys and treats featuring Krypto the Superdog.
The campaign also included branded delivery vans and boxes, as well as activations at the Sydney premiere with a Krypto lookalike, which was attended by influences Nick and Carrie.
View this post on Instagram
In collaboration with Animal Welfare League NSW, Pet Circle turned rescue dogs into “caped heroes,” highlighting adoption efforts through social and PR channels.
View this post on Instagram
The campaign is supported across digital, social, radio, and cinema platforms and will conclude with a consumer-facing giveaway event in Sydney later this month.