Summary

Consumer insight: The love pet parents feel goes beyond their pets: they want to give back to all pets during the holidays.

Marketing challenge: Gain cultural relevance and position Petco as the place to purchase pet gifts during the 2018 holiday season despite a crowding landscape invaded by convenience retail.

Methodology: Competitive mass/grocery market analysis, focus group interviews, historical sales analysis

Creative: "Holiday Tails" was a fully-integrated campaign that spanned all paid and owned channels. Core to the campaign was a highly evocative stop-motion film (our holiday "tail") called "Saving Up" that celebrates the power of selfless giving. The CTA was tied into an in-store donation to drive action and store visits: "GIVING FEELS GOOD, ESPECIALLY WHEN IT DOES GOOD. BUY A GIFT FOR YOUR PET AND DONATE ONE TO A PET IN NEED"