Petco: Table Fur Two

Petco: Table Fur Two

The Goal

To continue the conversation around Petco’s Better Nutrition initiative surrounding a new set of standards that ensured that all pet food did not contain any artificial ingredients, an industry first.

The Challenge

To inform and excite pet owners into channeling their own focus on wellness into healthy diet habits for their cats and dogs.

The Solutions

The launch of the Table Fur Two digital campaign, a social-first effort that kept the healthy pet food conversation ongoing while promoting a variety of nutritious new dog and cat food options carried by the brand. Table Fur Two merged health and wellness conversations with the fact that pet owners love to spend quality time with their fur babies.

Sourcing eleven influencers across the pet and wellness space, we crafted custom boxes that included personalized messages, hand-selected dog/cat food, treats, toys, and bowls for the pets, with table settings, silverware, candles and napkins for the owners.

In order to generate awareness, we launched a three-phased approach across Facebook, Twitter, and Instagram.

Phase 1

1. Influencers were to share an in-feed photo of themselves with their backs to the camera to announce the fact that they were turning their backs on artificial flavors and ingredients.

Phase 2

2. Each partner shared an unboxing Instagram story showcasing the care package and all of its contents.

Phase 3

3. Each influencer then shared a photo or video of themselves sharing a healthy meal together utilizing the items from their care packages.

The Results

  • 132K engagements
  • 2M reach
  • 12% engagement rate