Delickcious
Premium food for cats and dogs
Optimeal
Super premium food for cats and dogs
Club 4 Paws
Premium petfood for cats and dogs
My Love
Standard food for cats & dogs
Master
Standard food for cat and dog
WELCOME TO THE CLUB: CLUB 4 PAWS launches a new communication platform and invites pet parents to join its club community
The premium cat and dog food brand CLUB 4 PAWS by Kormotech has announced the launch of its new communication platform, WELCOME TO THE CLUB. The campaign reveals the brand’s core idea: life with a pet naturally brings people together into communities built on care, responsibility, and shared experiences.
Within this platform, CLUB 4 PAWS reimagines the concept of a «club» – not as a formal organization, but as a daily experience that anyone who shares life with a cat or dog automatically becomes part of. Morning walks, chance encounters, care rituals, everyday забота, and emotional bonds – all of these create countless “clubs” that pet parents belong to.
Development of the WELCOME TO THE CLUB campaign began in May last year. The creative concept was developed by the agency Bickerstaff.734 in collaboration with the CLUB 4 PAWS brand team. The official launch of the first advertising wave took place in early January this year. The campaign spans television, digital channels, Kyiv metro station branding, and out-of-home advertising in cities with populations exceeding 500,000.
«I’ve never believed that a brand can simply be invented – it either exists or it doesn’t. The real task is to find it and highlight it. Pet parents have always been members of their pets’ clubs, even if they didn’t realize it. And CLUB 4 PAWS already had this positioning – even if it wasn’t named that way,» says Ilia Anufrienko, Creative Director and Founder of Bickerstaff.734.
Mixed up leashes during a walk and ended up having a long chat with another pet parent? Welcome to the «Small Talk Club.
Your cat refuses to be brushed? You’re now in the «Beauty Club».
Running with your dog through the park before sunrise? That’s the «7 A.M. Club».
Your pet dug the perfect hole in the lawn? Welcome to the «Golf Club».
Moved together to a new city or apartment? You’ve joined the «Travel Club».
«The Culinary Club», «Hug Club», «Support Club», «Responsibility Club» – all of them form the shared community space of CLUB 4 PAWS pet parents.
«This diversity of everyday stories became our inspiration. We realized that CLUB 4 PAWS is not about creating a new community, but about recognizing one that already exists. Our brand is the key to a universe of ‘clubness,’ where people are united by the shared experience of living with a pet,» explains Mariana Demko, Head of Brand at CLUB 4 PAWS.
Throughout the year, the WELCOME TO THE CLUB platform will scale through new creative executions, product campaigns, social initiatives, and partnership projects. Its core message remains unchanged: pet parenthood is a value that unites.
A relationship with a pet is a daily choice – to be present, to support, and to care. These simple yet genuine emotions connect millions of people. Those who are already in the club — and those who are yet to join.
So, Welcome to the Club. Welcome to the club of all clubs.