Petco develops a ‘Spooktacular’ plan

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Petco develops a ‘Spooktacular’ plan

By Louisa Hallett - 10/09/2018
Petco offers a Spooktacular marketing technique to drive customers to its stores this Halloween season

Petco offers a Spooktacular marketing technique to drive customers to its stores this Halloween season.

In an attempt to become the pet retailer of the Halloween season, Petco announced a series of Halloween themed events and “Bootique” costumes and accessories for customer pets.

According to the National Retail Federation's 2018 Halloween Spending Survey, nearly 20 percent of pet parents plan to dress their pets in costumes this Halloween, up from 16 percent last year. The survey also reports that of the 31.3 million Americans participating in this trend, millennials are most likely to dress their pets in a costume.

Petco Halloween events include:

  • Make A Scene: Now through Oct. 26, pets and pet parents can participate in Petco's annual Make A Scene Photo Contest on Instagram. For a chance to win a $10,000 grand prize, pet parents are encouraged to post photos of their costumed pet in a scene that matches their pet's costumes. Entrants must simply follow @petco on Instagram and tag their photos with the hashtag #PetcoHalloweenContest.

  • Halloween Pet Costume Party: On Sunday, Oct. 14, at 11 a.m. local time, pets can slither their way to Petco's in-store Halloween pet costume contest for a chance to win a spook-tacular prize. At noon, pet parents can attend Petco's Trick-for-Treats seminar and learn useful training tips from experts. For pet parents looking to win best-dressed with their pet, the pet and pet parent costume contest starts at 12:30 p.m. Dogs, cats, reptiles and companion animals are all welcome to participate.

The news of the big Petco Halloween campaign comes shortly after the company acquired its new “marketing star.” In September, the company announced the appointment of global marketing leader Tariq Hassan as Chief Marketing Officer (CMO).

“Tariq is a talented and proven leader with an extensive and impressive background helping world-class global brands harness and leverage insights in order to build lasting relationships with their customers,” said Petco Chief Executive Officer, Ron Coughlin. “I’m confident his vision, leadership, consumer understanding, incredible communication skills and experience will have an immediate impact on the organization as we continue to transform our business.”

Hassan brings more than 20 years of global marketing experience in brand strategy, digital and performance marketing, communications, innovation and insights. He served in global marketing roles and progressed through advertising assignments where he worked with notable brands including Pepsi, Gatorade, Frito Lay, Coors, Mars, Emirates, Cadillac, Mercedes-Benz, Johnson & Johnson and Visa.