For over half a century, Petco has been a trusted source for pet supplies and knowledge. But, over the years, the brand has gotten lost in the clutter of the pet care category. The ambition was to reintroduce Petco to the world as more than just a pet retailer - but the health and wellness company for pets. 

To truly get pet parents to see the difference, we had to challenge the way people currently approach pet health and wellness. The thing is, at first glance, pet health and wellness is something that can easily be dismissed as intimidating or overwhelming. This is largely because it's hard, as humans, to know what our pets really need. But human health and wellness, on the other hand, is big business. So how do we help people not dismiss the idea? How do we get humans to go beyond the basics and feel confident in the care they provide? The answer was simple: help people put themselves in their pets’ shoes and consider their pets’ wellbeing as they would their own.

The platform, “It’s What We’d Want If We Were Pets,” disrupts the conventions of the pet category by replacing pets with people to announce this new approach to whole health. In the launch film, “Cocktail Party”, people personifying pets discuss their greater wants and needs and the Petco offerings that help them achieve the same level of care that you’d expect for yourself. Set in a sophisticated, polite society party the absurdity comes from thinking you’re watching a person talk about their needs until the punch line hits that instead of watching a human speak, you’ve been listening to a dog, a cat or a fish.

The campaign continued to unfold over nine more films, each taking the premise further as they explored different Petco products and services and their unique benefits. The launch of “It’s What We’d Want If We Were Pets” was supported by social, digital and instore executions, plus an activation challenging pet parents to rise to the task of caring for their pet’s whole health. Going forward, “It’s What We’d Want If We Were Pets” is a platform that will be used to challenge, support and educate pet parents about the proper products and services that help their pets live healthier, happier and more fulfilling lives.