RETURN THE LOVE

Issue: Petco, a pet care brand, was losing out to non-pet retailers who were selling pet products during the holidays. Petco knew the bond between pet and owner better than anyone, but it was being lost in a sea of new competitors. We had to remind pet parents of their priorities.

Insight: Pet parents go out of their way for their pets during the year, during a busy holiday season, they’re tempted to shop for their pet where it’s most convenient, not where their pet’s best interest is in mind. The gifts that bring pets and pet parents close together are rare, and as much a gift for the parent as it is for the pet.

Idea: Encourage pet parents to share the love. As other retailers used novelty and convenience to appeal to the busy shopper, Petco set out to encourage pet parents to make pets the priority and give their pet a gift that they both will remember.

Impact: With a record-breaking Black Friday, Petco is projecting to reverse a three-year trend of negative sales during a critical holiday season.