As of this month, Petco became the first and major retailer of pet food to ditch artificial ingredients in dog and cat food.
To honor the decision, Petco launched a marketing campaign called “Cleaning House,” which reminds pet parents to consider what goes into their pets’ food: “If it doesn’t meet our new standards, you won’t soon find it on Petco shelves.
Petco Chief Marketing Officer, Tariq Hassan, had something to say about the achievement: “Last year, we put the entire pet industry on notice by introducing new standards for nutrition because we firmly believe it’s the right thing to do for pets.”
Hassan asserted that the choice was a departure from anything the brand has accomplished prior and served as a “direct reflection of our ongoing brand transformation to meet the evolving demands of pet parents.” The campaign will run throughout the corporation’s fiscal year until January 31, 2020.