Petco and Blue Buffalo Make Pet Cancer Awareness an Event

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Petco and Blue Buffalo Make Pet Cancer Awareness an Event

By Samantha Nelson - 05/17/2018

Petco and Blue Buffalo Co. have added in-store events to their annual "Pet Cancer Awareness Month" campaign.

The partners hosted their first event on May 5 and will run a second on May 19, providing opportunities for shoppers to pick up samples of Blue Buffalo Wilderness treats, coupons from the brand and magnets listing 10 pet cancer warning signs. Email ads and updates on the Petco Foundation's Facebook, Twitter and Instagram pages promote the events.

Other social media updates from Petco and the nonprofit link to articles about pet cancer from pet advice website PetCoach, which Petco purchased in April 2017. The Petco Foundation also posted a May 5 update on Facebook, Twitter and Instagram asking consumers to share a photo showing how they fight pet cancer for the chance to win a treat from Blue Buffalo.

In stores, stanchion signs, counter cards and checkout signs offer shoppers a reusable shopping bag depicting pet cancer survivors with a $10 donation to the Petco Foundation from May 5-27. The Petco Foundation posted a series of videos about those pets on its YouTube channel on April 23. (See video below.) TV spots, a feature in the retailer's April 29 circular and a home page carousel ad on petco.com round out the campaign.