THE CHALLENGE: Awareness. Health & wellness pet owners skeptical of big box stores, were unaware that PETCO offers the largest selection of natural and organic pet foods nationwide.
THE IDEA: Bring that small neighborhood pet shop vibe to each PETCO store. We rebranded the natural and organic section of the stores as Natural Neighborhood Shops, a store within a store. To get the word out, we created broadcast, print, digital and social advertising concepts that brought awareness to both PETCO and to the positive benefits of a natural diet (listed as side effects, poking fun at drug company style advertising). Lastly, we engaged natural pet brands as partners and took the message to actual neighborhoods across the country with pet friendly festivals and events. Each event featured educational speakers, free samples, coupons and even doggie yoga (yes, that’s a thing).
THE RESULT: An immediate 3% jump in sales fetched a 300% increase in partner participation. Trial and awareness spiked, with 110,000 samples and coupons distributed at events resulting in over 300,000 face-to-face impressions. In addition, the agency received the Bronze 2011 Reggie Award for Outstanding Shopper Marketing Campaign.
THE WORK:
