The centrepiece of the content programme is a new magazine which debuts in Easter 2013 with a launch print run of 500,000 copies, making it by far the UK's biggest circulating pet-centred title.
The magazine will initially be distributed in all 330+ Pets at Home outlets, free of charge to VIP Club members and with a cover price of £2 for non-members.
Other distribution outlets for the magazine are under consideration, as are a range of digital content strands, as Pets at Home and John Brown look to tailor the content to meet pet ownership considerations and reflect members' product and service interests.
The editorial content will help readers provide the very best care for their pets, foster a real sense of community amongst pet lovers, showcase the unmatched expertise and knowledge of the Pets at Home team, and throw the spotlight on the many animal charities the business and their customers support - all topped off with a range of exclusive financial and ‘money can't buy' offers and experiences.
Scott Jefferson, Marketing Director at Pets at Home, said "We were impressed with the retail experience of John Brown, which when allied to their content capabilities made for a pretty powerful combination. We look forward to making the magazine a great success and a real and valued member benefit in the year ahead."
Andrew Hirsch, CEO of John Brown, "We're delighted Pets at Home has chosen us to take forward their content programme. They are a growing, dynamic, and exciting brand, and we can't wait to launch their new title and come up with lots of other smart ideas to help build on the success of the VIP club in 2013."