It’s Friday wins Coles-owned Swaggle as pet store plans next brand push

Independent creative agency It’s Friday has won the creative account for Swaggle, the online pet store launched by Coles Group in 2024, as the retailer prepares to scale its presence in the competitive pet retail category.

The agency was appointed following a tender and will lead the development of a new brand platform and creative vision for Swaggle, which already offers more than 100 product categories from over 190 brands, including pet insurance, vet advice and a repeat delivery service with Flybuys rewards.

Swaggle also features a ‘petsonalisation’ function, allowing pet owners to create profiles for their animals and receive tailored product recommendations based on age, breed and life stage.

Brands sold through the site include Advance, Black Hawk, Hill’s Science Diet and Royal Canin. The platform caters to dogs, cats, birds, small pets like rabbits and guinea pigs and fish.

“We are excited to work with It’s Friday on the next iteration of our brand journey, bringing to life a bold new platform that connects with pet parents,” Emma Wynne, head of marketing at Swaggle, said in a statement.

Pete Bosilkovski, CEO at It’s Friday, added the agency was inspired by the challenger ambition from Wynne and head of Swaggle Chad Burke had for the Swaggle brand.

“Aussies love their pets, with 70% of households owning one,” Bosilkovski said. “The opportunity to connect Swaggle with pet owners in a fresh new way is what has us excited. It’s the dream opportunity for an agency. We can’t wait to get started.”