Petco - Whole Health Wheel

Petco debuted its new creative campaign, which focuses on pet health and well being, and confirmed it has removed traditional rawhide options from store shelves. 

Petco Whole Health is a framework that consists of five interconnected dimensions of pet health – physical health, mental health, social health, home health and accessible health – which was created to help improve pet well being and strengthen one another when addressed as a whole.

As a part of the campaign launch, Petco will kick off a three-week Petco Whole Health challenge on April 5 to support and reward pet parents for taking action to improve their pets' overall wellness. Petco will release five tips each week intended to spark pet parent action mapping to the five pillars of the philosophy.

"The simultaneous launch of our new creative campaign and strategy – it's what we'd want if we were pets – brings it all to life by confirming our commitment to delivering the same, if not better, care for the well-being of pets that we expect for ourselves as humans,” said Tariq Hassan, chief marketing officer of Petco.

Pet parents can learn more about the philosophy, where they will also find product and service recommendations corresponding to each of the Whole Health pillars so they can begin to take action.

In the company's latest step to ensure they are providing better solutions for pets, Petco also confirmed it removed traditional rawhide options from store shelves as of March 23, to instead promote safe, long-lasting and highly digestible alternatives. The company has removed all 32 traditional rawhide products from store shelves in favor of highly digestible rawhide and rawhide-free meat- and plant-based alternatives, made with perforations to make them easier to digest.

"In line with veterinary recommendations, Petco is choosing to focus on safer alternatives to rawhide and steer pet parents away from the digestibility health concerns associated with the traditional products," said Dr. Whitney Miller, head of veterinary medicine for Petco. "While many dogs enjoy traditional rawhide, the fact that they pose even a minimal risk to pet health led to the conclusion that we should exclusively focus on products that better align with our mission and Whole Health philosophy."