Petco Brings Pride to Pets
Petco went out of its way to participate in June Pride Month proceedings this year as inclusivity increasingly becomes a bigger part of brands’ and retailers’ marketing strategies.
The retailer officially announced its support of the pride movement on social media with a video posted to channels such as Facebook and Instagram.
Flashing the phrases “All pets. All people. One world. Petco Pride” across a rainbow-colored patch of fur, the video was accompanied by a #PetcoPride hashtag and a caption indicating that Petco Pride started as an official group in early 2019: “Our goal and reason for being is to ensure that all Petco partners can be their whole, authentic self at work and where we celebrate pet-loving families of all kinds. We are proud to unleash our pride.”
In stores, window posters using the same creative continued the messaging.
In at least two New York locations — the flagship Union Square store and an Unleashed by Petco store in Park Slope — the retailer staged a “Pet Pride T Pawty” on the afternoon of June 15. Shoppers were invited to show their pet pride at the event, which encompassed a pet parade, giveaways and photo opportunities.
A table display corralling related products (think rainbow- and unicorn-shaped stuffed dog toys) distributed take-ones plugging the event.
Among additional supporting activity, the retailer participated in the Pride Parade in its hometown of San Diego on July 13.
Channel rival PetSmart likewise participated in its hometown Phoenix Pride parade and plugged its participation via social media.