Rescued By Love

Launched in 2021, the Rescued By Love campaign was crafted for Pet Valu by the agency Arrivals + Departures to celebrate Pride Month through a heartfelt collaboration with the Don’t You Want Me project. This film campaign highlights authentic stories from members of the LGBTQ2S+ community, showcasing how their rescue dogs have profoundly transformed their lives through unconditional love and companionship. In partnering with Don’t You Want Me and its co-founder Jack Jackson, Pet Valu underscores its ongoing commitment to both community inclusion and animal rescue, further reinforcing its position as a leader in the Canadian pet retail landscape. Established in 2010, Pet Valu has supported rescue pets extensively, having raised over $9.5 million for animal charities and facilitating forever homes for more than 12,000 homeless pets. Through visually compelling storytelling anchored by both cinematic and still photography elements, the campaign features individual narratives of resilience and connection, including the journeys of Aurora with Tweeny, Amie and Diana with Nassau, Toby with Flynt, and Stella with Jada. Directed by Angie Bird and produced by a skilled creative team led by Chief Creative Officer Jeff MacEachern and lead strategist Nik Poon, the campaign blends evocative visuals and soundscapes produced by Westside Studios and Oso, respectively, to capture the symbiotic bond between rescued pets and their human partners. Rescued By Love powerfully aligns Pet Valu’s brand values with social impact, leveraging the universal themes of acceptance, love, and transformation to foster a deeper emotional connection with audiences, while amplifying the importance of pet adoption and LGBTQ2S+ visibility. This strategic communication effort not only elevates Pet Valu’s role within the pets industry but also positions the brand as a champion of diversity, inclusion, and community engagement in Canada.