Petco Gets a 'Healthy' Start to 2017

Petco applied the typical New Year's focus on healthy living to pets by running a "Healthy From Head to Tail" campaign.The effort played out heavily in stores, with the message appearing on:Dump tables merchandising dog toys shaped like fruits and vegetables and accompanying header cards encouraging shoppers to "play with food together."Stanchion signs plugging a $20 nail grooming service as a way to "help protect their paws."Ceiling signs offering Pals Rewards loyalty cardholders a discount on fish and reptile tanks.Generic ceiling banners and signs not spotlighting any specific products or services.The retailer also used the occasion to expand the health-focused Doctors Foster + Smith private label it launched in June 2016. The line now includes cat food, orthopedic dog beds, dental treats and supplements. Endcap displays, dump bins and gondolas merchandise the new and previously launched SKUs, with violators in the pet food aisles supporting.Stanchion signs using the Healthy From Head to Tail theme offered loyalty cardholders a "Buy 1, Get 1 50% Off" deal for all SKUs from the brand from Dec. 26, 2016 through Jan. 28.Multiple email ads and features in the retailer's Dec. 26, 2016, circular promoted the new SKUs and the incentive. The retailer also encouraged trial by hosting in-store events devoted to the brand on Jan. 7 and 14.In digital activity, a Jan. 16 post on the "Petco Community" blog used the Healthy From Head to Tail theme to stress the importance of regular veterinary checkups. Updates on Facebook and Twitter posted the same day linked to the blog.

Petco Gets a 'Healthy' Start to 2017

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