Jen D'Angelo

Petco wanted to rebrand themselves as a health & wellness company for pets. So we helped them make a commitment: To stop selling pet food with artificial ingredients. As a huge part of their inventory, this was no small decision — but it paid off for the brand and pets alike. Sales for artificial-free food increased over 30% and Petco set a new standard for an entire industry.

Silver Anvil Awards: Integrated Communications
Press: AdAge, Associated Press, Bloomberg, Cheddar, Forbes, Fortune, Fox, New York Times, USA Today

For our key visual, we turned Petco’s logo into a symbol (featured in-store and on social/digital):

We took a swing at the competition (PetSmart & Chewy) through paid and organic content:

As lead writer, I helped craft the announcement from Petco’s CEO across internal marketing, .com, and his socials:

And is it even a rebrand without an informative landing page? Nah.