Petland's Negative PR
In 2017, Petland, a national chain of pet stores, faced a serious problem: people had serious misconceptions about where their puppies came from. They believed that these "puppy mills" were dirty and unsafe for the puppies that grew up there. In reality, Petland's facilities were as safe and clean as could be, run by families who had been in the business for years. But no one really believed them.
Enter Elevate Media. With our help, Petland rolled out a plan to counter this negative PR. They wanted to show people what these facilities were actually like, so the Elevate Media team filmed dozens of locations for Petland to use in all of their stores, showing their customers where their puppies came from.