Petco this summer recruited Mars Inc.'s Nutro for an expanded version of the "Be a Lifesaver" fundraising campaign benefitting the Petco Foundation that the retailer ran with Mars' Royal Canin last year.Checkout signs and counter cards promoted the effort in stores from June 25 to July 17, asking shoppers to donate $2-$20 to help homeless pets. Shoppers who contributed $10 received a reusable Petco Foundation bag, which was displayed in store windows.Nutro pledged to donate $1 to the cause (up to $75,000) for every bag of its pet food or treats purchased in stores or online during the campaign.Consumers could also make donations through petco.com. A home page display ad, and Facebook and Twitter updates supported.Petco additionally enlisted Olympic skier Gus Kenworthy for a promotional video. (See below.) Posted on Petco's YouTube channel on June 29, the video promotes the retailer's monthly in-store adoption events and shares how its grooming and training services can help make shelter dogs more adoptable. A July 7 update posted on Twitter and Facebook plugged the video. Kenworthy received international media attention in 2014 when he adopted a family of five stray dogs he found at the Sochi Olympics."I've travelled all over the world and there seems to be one thing in common everywhere I go, pets in need," Kenworthy said in a media release. "I've seen firsthand the positive impact shelter pets can have and how incredibly special the bond is when you've helped save an animal's life. There's no greater feeling than opening your heart and home to a pet in need and I'm proud to be an advocate for all pets who need our support."Kenworthy also attended a July 9 adoption event at a New York Petco store. Stanchion signs promoted the event, which ran at Petco stores nationwide July 9-10. Facebook updates supported. Kenworthy previously threw out the first pitch at the June 2 "Dog Days of Summer" party at Petco Park.Last year's campaign capped the brand contribution at $50,000 and lacked a donation incentive or celebrity spokesperson.