Bosley's Pet Food Plus, a pet supplies retail chain based in Richmond, BC, has begun a rebranding campaign in support of its expansion in western Canada. The new branding includes an updated logo and the tagline, "Caring for your pet - body, mind and spirit." The campaign includes television commercials on Global TV, local radio advertising, print ads in community newspapers, flyers, social media activities and in-store promotions. The ads focus on new store openings in local communities. Other campaign elements include public relations, sponsorships, product placement, speaking engagements and special events. The creative was produced in-house, with media buying by TMA Marketing and public relations by The Siren Group. "Bosley's has more than 30 years of pet business experience in BC and has been recognized for excellence in customer service, as well as the best pet store supply by the general public in numerous community newspapers," said Chanelle Dupre, the company's director of marketing and communications. "We intend to leverage that reputation through an aggressive expansion of store outlets supported by a sweeping media presence and continued community involvement."