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Petco Launches New Brand Campaign: ‘All About Pets’


February 15, 2017

Petco announced the launch of a new brand campaign designed to highlight the strength of the company’s more than 50 years of experience in the pet specialty category and remind pet parents everywhere that Petco is all about pets.

“Petco has spent more than 50 years focused on one thing, and one thing only – pets,” Petco CEO Brad Weston said. “And in a world where consumers can find pet supplies just about everywhere, Petco is more than just a place to buy stuff. We’ve evolved over more than half a century by listening to our customers and cultivating a unique understanding of what modern pet parents want and need. This new campaign emphasizes that, whether they shop Petco in-store or online, pet parents will find a shared passion for animals, guidance and expertise they can trust, and everything they’ll ever need to provide complete care for their pets.”

The campaign debuted over the weekend with a national television spot that features an array of fantastical scenes of people and pets rejoicing in shared experiences. Set to the familiar tune of “Getting to Know You,” the hero spot is intended to demonstrate that Petco knows pets in a way no one else can. The overall campaign message reflects the company’s ongoing growth strategy in response to evolving customer needs, which includes new experiential store layouts and service offerings, an increased focus on nutrition and complete pet wellness and a growing portfolio of online resources for pet parents on petco.com, drsfosterandsmith.com and liveaquaria.com.

“Grocery, mass, club and online-only retailers do not and cannot offer the total pet experience,” Weston continued. “We believe that our in-store experience — which features services including bathing, grooming, dog training and vet services like vaccinations — when combined with our online offerings, is a winning strategy that will continue to resonate with pet parents who want only the best for their pets.”

The campaign will be activated across multiple touch points, including national print and broadcast, digital, social, email, in-store, and more, and will feature refreshed creative elements.

The campaign was created by VITRO San Diego.

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