Pets At Home’s VIP loyalty-scheme (it stands for Very Important Pets, obvs) was a multi-award-winning, industry-benchmark programme that I pitched for, won and helped shape while at havas helia. We came up with the name, developed the branding for the scheme and created a huge integrated campaign for its launch as well as ongoing social, email & printed CRM comms for pets and their owners. In fact, its launch was so successful that it hit 48% of its annual target in its first five weeks. Overall the campaign signed up a new member every 21 seconds in its first year, persuaded them to spend an average of 37% more than non-members and raised over £700,000 for animal charities across the UK. It also won Best Loyalty Scheme (twice) at the DMA Awards, Retail Loyalty Scheme of the Year at the Loyalty Awards and several other industry gongs. And it's still going strong.