Big Box Goes Small
The Challenge: With PETCO’s commitment to sustainable values, it shouldn’t be a surprise that the chain offers a bigger selection of natural and organic pet foods than any other retailer. Yet to most people, it was. With WalMart and Target siphoning away mainstream shoppers, creating consumer awareness around this was vital to PETCO as a way to stay a step ahead.
Neighbor’s Insight: Shoppers are skeptical of big box stores.
Neighbor’s Solution: We went small by reinventing the organic section of each PETCO as a store-within-a-store, complete with its own name: “The Natural Neighborhood” and promoted it with TV, print, and radio. Next, we took this message on the road to health-conscious and pet-centric events in core markets to reach outside of the existing PETCO shopper. PETCO booths and brand ambassadors were present at pet festivals, races and dog walks across the country, engaging consumers through sampling, gift bags and events like dog yoga (yes, dog yoga!). Further amplification and support of the events was achieved through targeted digital advertising and social media campaigns.