PETsMART.com Launches Major Campaign to PromoteE-commerce Site; ''Warren'' is the...

PASADENA, Calif.--(BUSINESS WIRE)--Sept. 10, 1999--

The race is on to capture the online pet market, and PETsMART.com is launching full force next week with a major national television campaign promoting its online presence at www.PETsMART.com.

The new campaign created by Publicis,

"The campaign focuses on the elements that separate us from our dot com competitors as the known authority and trusted destination for pet supplies and pet care needs," said Mike Houlahan, SVP of Marketing and Business Development. "We are a brand with an outstanding heritage of great service, selection and expertise -- and the largest pet supply retailer. The ads communicate the fun and friendliness of the brand and the benefits of online shopping. We appeal to the consumer as the clear smarter choice."

The commercials highlight the convenience of shopping online and the excitement pets and owners feel when they receive a PETsMART.com delivery.

The campaign breaks with a spot, named "Curious Neighbor," that introduces Warren, the friendly PETsMART.com deliveryman who drives a magical delivery truck that delivers the whole PETsMART store to the customer's door. Warren spreads the word that PETsMART.com is the smarter way to shop for your pets.

The television ads are part of a multi-media campaign including print, radio, outdoor and online advertising.

While the new campaign introduces a unique face and voice for PETsMART.com, the Web site was the first among online pet retailers to advertise nationally. PETsMART.com was presented in August in several TV spots as part of PETsMART's national advertising campaign. Tactical newspaper and radio hit nationwide in August. In combination with PETsMART, PETsMART.com will spend in excess of $50 million to promote www.PETsMART.com.

Creative credits include Gail Anne Grosso, executive creative director; George Boutilier, associate creative director; Eric Sheckler, art director; and Joe Gerlitz, copywriter. Jesse Dylan of Straw Dogs directed the spot. Mark Scott, senior principal/director client services for Publicis, supervises the PETsMART.com account.

Pasadena-based PETsMART.com is a partnership between PETsMART and idealab!, offering consumers a wide array of quality pet supplies that are delivered directly to consumers' homes. For more information, log onto www.PETsMART.com.

Publicis is a $1.5 billion U.S. communications agency with offices in New York, Chicago, Seattle, Dallas, Salt Lake City, San Francisco, Indianapolis and Boise. Publicis is part of the global, $6.5 billion Publicis S.A. network, one of the world's ten largest advertising organizations, spanning 125 cities, 72 countries and five continents. Publicis has strong e-commerce experience, with clients including GreatFood.com, SeattleTimes.com, and MedicaLogic (Internet-mediated medical records). Earlier this year, the company launched soma.com, the world's first full-service Internet pharmacy.

ABOUT PETsMART.COM, INC.

PETsMART.com is the Internet's premier site for pet supplies and pet care needs. PETsMART.com offers the largest product selection, excellent customer value, superior service, and compelling content. PETsMART.com, Inc. was founded in May 1999, and is a privately held company based in Pasadena, Calif. PETsMART.com, Inc. is the successful collaboration between two industry powerhouses, PETsMART, Inc. (Nasdaq:PETM), a leading retailer of pet food, supplies and services, and idealab!, the nation's leading Internet incubator of such companies as eToys and GoTo.com. Other investors include idealab!, Capital Partners and Global Retail Partners.

ABOUT PETsMART, INC.

PETsMART, Inc. (Nasdaq:PETM) is a leading retail supplier of products and services for pets and their families. The company operates more than 570 pet superstores in the United States, Canada and the United Kingdom, has a major pet supply catalog business, and is a leading online provider of pet products and information (www.petsmart.com). PETsMART provides a broad range of competitively priced pet food and supplies, and offers full-service veterinary, grooming and pet training services. Since 1992, the company's charitable giving and animal adoption programs have saved the lives of more than 500,000 companion animals.

Note to Editor: A tape of the 30-second spot will be available on Friday, Sept. 10. In the meantime, a script is available.