Petco was set to make one of the biggest announcements in its history – removing all dog and cat food containing artificial ingredients. Our goal was to craft an integrated comms program to support their bold decision. Spanning owned, earned, and paid to drive awareness, our work positioned Petco as a trailblazer, leading the conversation on pet nutrition and changing the industry. Creative spoke to employees, vendors, industry stakeholders, veterinarians, and consumers – even competitors. And it started with a flip, revealing a simple spin on the brand’s iconic logo.

**Silver Anvil Award Winner, Integrated Comms, Consumer Products & Retail Stores