Petco personifies its presence as a health and wellness hub in a new ad that gives people the perspective of pets.
Pet parents may not be able to actually talk with their fur babies, but that doesn’t mean they aren’t tuned in to their needs. Petco’s new campaign, “It’s What We’d Want If We Were Pets.” marks the brand’s first marketing push since its transition from retail to health and wellness. Each spot in the campaign sees a set of well-dressed humans exchanging praises about the high caliber of Petco’s services. In the leading spot, “A New Approach to Whole Health”, a well-coiffed woman remarks that “their groomers work wonders for my confidence.” while a girl in red can’t seem to stop sniffing her date. The gig is up when a studious looking young man brushes dirt off his shoulder from a round of digging and asks what he missed. A gentleman in a sharp suit, completely covered in the contents of his whisky tumbler, fires back “Oh, nothing, just our physical, social, and mental health cared for in one place.” The scene switches to a crew of dogs of cats, in the same setting—it was a bunch of party animals all along.
Rather than focusing on products, Petco’s new ad emphasizes the physical, social, and mental health priorities of pets that, just like humans, deserve to be well-cared for. As the number of pet parents around the world continues to rise, so does consumer and brand commitment to animal care. Luxury hair care label OUAI recently premiered its first pet shampoo while British grocer Waitrose invested in a new app that aims to better understand the emotional well-being of its farm animals. Even secondhand retailer Poshmark fluffed up its portfolio with a new petcare category. Mental health and pet care rank high on the list consumer priorities. Petco, which boasts a spot in the Gifted class of Gartner’s Digital IQ Index: Big Box, blends both buzzy topics to deliver a new brand message that could connect with consumers looking for brands that take a stand.