Petco is being applauded by animal lovers everywhere after they announced that they are going to remove artificial ingredients in their dog and cat foods starting next month. They are the first major pet food brand to make a move of this kind.

In addition, Petco launched the marketing campaign Cleaning House, which will call on pet owners to reconsider what they feed their pets by reminding them: “If it doesn’t meet our new standards, you won’t soon find it on Petco shelves.”

“Last year, we put the entire pet industry on notice by introducing new standards for nutrition because we firmly believe it’s the right thing to do for pets,” said Tariq Hassan, Petco Chief Marketing Officer. “This campaign breathes life into that decision and the journey that lies ahead for Petco. It’s a departure from anything we’ve done before, and a direct reflection of our ongoing brand transformation to meet the evolving demands of pet parents.”

Petco is planning to run their national campaign through January of 2020, and they have teamed up with global marketing firm Anomaly to help them.

“This bold gesture by Petco is part of an even greater mission to transform the brand and the category,” explained Eric Segal, chief creative officer at Anomaly. “This meant we needed to match their ambition with a campaign that looked and sounded like nothing else out there, filled with joy and momentum to make you undeniably feel the seismic shift coming and entice you to come along for the ride.”

We applaud Petco for making such a great move to keep our animals healthy! Find out more about this campaign in the video below.