San Diego-based Petco today launched “Cleaning House,” a poignant marketing campaign that brings to life the company’s recent commitment to becoming the first and only major pet food retailer to remove artificial ingredients in dog and cat foods by May 2019.
The term “artificial ingredients” means any substance which is not derived from a spice, fruit or fruit juice, vegetable or vegetable juice, edible yeast, herb, bark, bud, root, leaf or similar plant material, meat, fish, poultry, eggs, dairy products, or fermentation products.
The campaign highlights the change happening now at Petco, and directly calls on pet parents to reconsider what they feed their pets by offering a gritty reminder: If it doesn’t meet our new standards, you won’t soon find it on Petco shelves.
“Last year we put the entire pet industry on notice by introducing new standards for nutrition because we firmly believe it’s the right thing to do for pets,” said Tariq Hassan, Petco Chief Marketing Officer. “This campaign breathes life into that decision and the journey that lies ahead for Petco. It’s a departure from anything we’ve done before, and a direct reflection of our ongoing brand transformation to meet the evolving demands of pet parents.”
The “Cleaning House” campaign vividly defines Petco’s new standards by showcasing dogs and cats brazenly clearing Petco shelves of products and ingredients that don’t meet them.
The new campaign marks the brand’s first major project with Anomaly, the retailer’s creative agency of record. Anomaly joined the company’s world-class agency roster in December of last year to help lead the pet retailer’s marketing and brand transformation strategy. Watch below:
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“This bold gesture by Petco is part of an even greater mission to transform the brand and the category,” said Eric Segal, Anomaly Chief Creative Officer. “This meant we needed to match their ambition with a campaign that looked and sounded like nothing else out there, filled with joy and momentum to make you undeniably feel the seismic shift coming and entice you to come along for the ride.”
The national campaign, which includes TV, OLV, display, paid social, paid search, digital content and influencer components, will run through Jan. 31, 2020.
Source: Petco
