US – Petcare brand Petco is highlighting its transition from retail to health and wellness in a humorous campaign featuring people representing pets.
The campaign, It’s What We’d Want If We Were Pets, focuses on the physical, social and mental wellbeing needs of our furry friends – qualities more commonly considered human concerns. The playful ad features a group of people personifying pets, commenting on the effectiveness of Petco’s products and services. From its groomers and veterinary services to its same-day food delivery, each ‘pet’ reflects on their positive experience of the brand.
‘This is our customer-facing chapter, where we’re coming out and making pet parents aware of what the difference is to become a pet health and wellness company as opposed to simply a purveyor of the things that we sell… we are fully invested in a 360-degree, whole-healthcare approach to your pet that no one else is doing,’ explains Tariq Hassan, chief marketing officer at Petco.
As we explore in High-end Pets, Millennials in particular are driving demand for elevated petcare as they prioritise pets over parenthood.