Petco has introduced a push in the United States which directly calls on pet parents to reassess their commitment to pet nutrition.

Petco has launched Cleaning House, a marketing campaign that shines a spotlight on its commitment to become the first major pet food retailer to remove artificial ingredients in dog and cat foods by May 2019. The above effort reflects this change currently taking place throughout the company.

Designed to reinforce the marque’s stance on pet nutrition, the exercise directly calls on pet parents to reconsider what they feed their pets. Meant to educate and empower, it reminds consumers that if a certain product fails to meet the brand’s revised standards, it won’t be found on its shelves.

Targeting its American audience, the national initiative entails television, digital, online video, paid social and search, display, and influencer components. Its first major project with agency of record, Anomaly, the Petco push runs until 31 January 2020. Horizon Media led media duties.

“We put the entire pet industry on notice last year by introducing new standards for nutrition because we firmly believe it is the right thing to do for pets. A departure from anything we have done before, this campaign breathes life into the journey that lies ahead for us,” said Tariq Hassan, Petco CMO.

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