San Diego-based Petco Health and Wellness has partnered with celebrity rapper Snoop Dogg for a new advertising campaign that highlights Petco’s care for a pet’s whole health.
The campaign is the latest iteration of the brand’s long-standing “It’s What We’d Want If We Were Pets” program, which was launched in March 2021. The program personifies pets with human actors to affirm Petco’s commitment to deliver the same quality of care as any other member of the family.
The campaign includes a comical 30-second commercial titled “Dogg Walk.” It features the hip-hop legend and dedicated pet parent as a human version of a Doberman Pinscher.
In the spot, Snoop says, “Man, I feel good,” and he credits food without artificial ingredients, toys for mental stimulation and then Petco. He says, “Or, maybe it’s Petco keeping me healthy for less money. Wait, what’s money?” The closing tagline states, “Better Quality Petcare for Less Human Money.”
The campaign, developed in partnership with creative agency Droga5’s New York office, will run through the end of the year across multiple platforms, including TV, online video advertising and social media. A Petco spokesperson told the Times of San Diego viewers can catch the spot on a number of networks, including Hallmark, MLB, USA, Bravo, Fox Sports and National Geographic.
In addition, social media content will leverage Snoop’s Petco Picks and behind-the-scenes footage of Snoop and pets, including his thoughts on being a dog dad.
“With this campaign we wanted to have some fun while reinforcing that no pet parent should ever have to compromise on the quality of their pets’ care in return for a good deal, that whatever their budget, they can continue to give their pets the same high-quality care they’d want for themselves or any other member of their family,” said Katie Nauman, Petco’s chief marketing officer.
“Seeing this value through the eyes of the ultimate dog and dog dad, that Doggfather himself, Snoop Dogg gives pet parents a fresh perspective on our comprehensive health and wellness offering at a value they can feel good about,” she said.
In a statement, Petco said its 360-degree pet health and wellness ecosystem includes differentiated products, pet wellness services, veterinary care and membership offerings that provide pet parents with value and ease so they can continue giving their pets the best care possible.
“When it comes to shopping for my pets, I choose stuff for them, I’d choose for myself. My pets gotta look good, feel good, smell good,” said Calvin Cordozar Broadus Jr., also known as Snoop Dogg. “But it’s hard to know how to keep our pets healthy and happy when they can’t tell us what they need. When I shop at Petco, it’s all there, even my own pet line, Snoop Doggie Doggs. They have great experts and great deals, so I can relax and trust that my pets are always fresh and get the best at a fair price. Now that’s value.”
The company declined to disclose to the Times of San Diego a dollar amount for total campaign media expenditures.
Petco said its Whole Health philosophy, an industry-leading, first framework, consisting of five interconnected dimensions of pet health, including physical health, mental health, social health, home health and accessible health. “The creative campaign brings this philosophy to life by confirming Petco’s commitment to delivering the same quality of care for pets that we expect for ourselves as humans,” a company statement said.
Petco, founded in 1965, operates more than 1,500 pet care centers in the US, Mexico and Puerto Rico. The centers offer merchandise, companion animals, grooming, training and a growing network of on-site veterinary hospitals and mobile veterinary clinics.
Drata Hires Sydney Sloan As First-Ever Chief Marketing Officer
San Diego-based Drata, a security and compliance automation platform, has named Sydney Sloan as the company’s first-ever chief marketing officer.
A statement said Sloan will oversee global marketing to build market and brand leadership, fuel customer engagement and accelerate the company’s commitment to delivering value to its more than 3,000 customers.
Previously, Sloan was CMO at Salesloft where she helped the company grow by more than 10 times in three-and-a-half years. She also has held senior leadership and advisory roles at Adobe, Alfresco, Marketo and Demandbase.
“It’s no surprise that Drata has solidified itself as an outstanding market leader in compliance automation,” said Sloan. “Our tangible customer-centric values have been a striking differentiator. I’m looking forward to amplifying that success as we continue our global expansion and reach even more companies looking to automate their security and compliance programs.”
“Sydney’s wealth of executive-level experience, paired with a deep sense of commitment to company culture and the customer experience is the perfect fit for Drata’s values and aspirations,” said Adam Markowitz, Drata co-founder and CEO. “I’m confident that her leadership will play a significant role in propelling Drata to the next level.”
With more than 400 employees, Drata, founded in July 2020, helps companies streamline more than 14 compliance frameworks through continuous, automated control monitoring and evidence collection. In January 2021, the company received a $3.2 million investment from Cowboy Ventures, a seed-stage focused fund based in Menlo Park, Calif.
San Diego Press Club Presents Webinar on Storytelling Skills
The San Diego Press Club will present “Storytelling Skills for Journalists,” a free, live webinar over Zoom from 7 to 8 pm, Tuesday, July 18. The public is invited to attend.
The Press Club said the webinar would delve into the art of storytelling and share tips and techniques to help journalists and writers effectively convey their narratives. From mastering the art of engaging introductions to crafting compelling narratives, attendees can expect to gain practical insights into transforming their storytelling abilities.
The speaker will be environmental freelance journalist Michele Bigley who has written about climate change and sustainable issues in The New York Times, San Diego Magazine and CNN.
Bigley is a lecturer at the University of California San Diego’s Muir College Writing Program. She has also taught writing classes at the University of California Santa Cruz and the UCLA Extension Writer’s Program.
The moderator for the program will be freelancer Elaine Masters, a San Diego Press Club board member.
To register for the webinar, visit www.sdpressclub.org. The webinar will be recorded and a web link will appear on the Press Club website and Press Club YouTube channel for viewing at a later date. The webinar is part of the Press Club’s longstanding “Nuts & Bolts” educational series, which is part of the Press Club’s professional development program.
Local PRSA Chapter Discusses Different PR Sectors
The Public Relations Society of America’s San Diego-Imperial Counties chapter will present “Different PR Sectors: How to Find the Right Fit For You,” an in-person professional development program from 5:30 to 7 pm, Thursday, July 20, at the University of San Diego’s Knauss School of Business, Room 320, 5998 Alcala Park.
Speakers will include: Russell Yost, associate VP for marketing and communications at USD; Katherine Randall, founder of Katalyst PR; and Paul Garcia, director of communications for the San Diego Tourism Authority.
PRSA officials said speakers will share an insider look at working in different areas of PR and how jobseekers can find a PR job that matches their interests.
Admission is free for members, $10 for nonmembers. For more information, visit www.prsasdic.org.
Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in the Times of San Diego.