LA X NYC
Mindy benner
.jpg)
Petco decided to take a stand, to remove all artificial flavors and ingredients from all dog and cat food and treats nationwide, from every store. That’s a big sexy move, that deserved a big sexy launch campaign. So we started by winning the pitch and then kicking a new redesign and launch campaign into gear. Giving Petco a new way to stand out in the world.
We created a bold new look for Petco. Siberian blue, kitten pink, gecko yellow, beta red, python black and parakeet green - we created a host of new colors and graphic patterns inspired by the colors and textures of animals themselves, and paired it with a striking photography style that spread across everything from social to in-store breathing new life
into every piece of Petco DNA.
.png)
We created over 100+ fun social video assets that let our pets take center stage.
We took our new look and feel in-store to Petcos nationwide and created huge banner and window displays to spread the word.
.avif)
To launch Petco's new Nutrition Platform we created an in-store promotion, called “The Artificial - Free Upgrade.” Where you can bring your old bag of cat or dog food that has preservatives and artificial flavors and ingredients and substitute it for an artificial free bag of food.
Our champion partner brands wanted to get involved and so we created two custom spots inline with our new direction and bold attitude.
We launched a social movement on instagram asking dogs and cats to turn their backs on artificial to spread the word, for a chance to win a year’s worth of clean pet food!
.jpg)
.jpg)
Lea Egan (CD), Alex Behles (CW), Ivan Azevedo (ACD CW), Amanda Brencys (ACD AD).
Designers: Jennifer Leartanasan + Bari Schechter, Director: Daniel Warwick
