While most retailers spent the lead-up to the National Football League's Super Bowl plugging party needs and licensed apparel, Petco activated its sponsorship of Animal Planet's "Puppy Bowl XIII" to kick off a new marketing campaign.
Nestle's Purina Pro Plan is again using a variety of tactics at Petco to activate its sponsorship of the Westminster Kennel Club dog show, which this year takes place Feb. 13-14.