As of this month, Petco became the first and major retailer of pet food to ditch artificial ingredients in dog and cat food.
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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.
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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.”
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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.