Petco: Holiday Tails

Petco, a pet care brand, encouraged US shoppers to shop in its stores over the holiday season by launching an emotive film that celebrates the power of giving.

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...

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