Petco enhances Vital Care program
Petco is making it more affordable for pet parents to care for their pet by updating their membership plan. The new Vital Care plan will give customers additional discounts on products, including the retailer’s collection of own brands, for just $19.99 a month.
The new campaign follows Petco’s expanded collaboration with JustFoodForDogs, which includes a new private label food formula, along with its exclusive dog food refill station program with Canidae.
“Over the last two years, families around the country have welcomed more than 11 million new pets, and with rising costs impacting all Americans’ everyday lives, our innovative Vital Care program is fundamentally changing the way people care for their pets’ health and wellness while keeping their wallet healthy, too,” said Jenny Wolski, SVP of omnichannel experience at Petco. “Caring for our pets shouldn’t be complicated or break the bank. With benefits valued at an average of over $300 per year, plus resources every step of the way, the plan saves pet parents time and money. If our pets could do the math, we think they’d agree, Vital Care is just smart Petconomics!”
Launched in October 2020, Vital Care originated as part of Petco’s commitment to supporting the overall health and wellness of pets. Nearly 160,000 pets are now enrolled in Vital Care, and Petco has enhanced the program to include even more benefits for dogs and a new plan tailored for cats. At $19.99 per month with an annual commitment, the cost of Vital Care now includes:
- $15 Pals Rewards every month to use on any health and wellness needs they may have
- $20 Pals Rewards for every routine exam at the vet of your choice or unlimited routine exams at participating Petco vet locations
- 20% off full-service grooming for dogs*
- 20% off all litter for cats
- 10% off all nutrition**
- An additional 5% off nutrition and litter when used with Repeat Delivery
- $20 off pet boarding, dog walking, or pet sitting services on Rover.com, coming soon
To educate pet parents on new Vital Care benefits and tap into the realities of the current inflationary period, Petco launched its “Petconomics” marketing campaign that highlights the membership’s “Great Dane-sized” benefits at a “Chihuahua-sized” price, featuring three television commercials. Beyond annual savings, the “Petconomics” concept also showcases how Vital Care is a “convenient and affordable gateway” to investing in long term routine care.
“With personal finances top of mind for everyone right now, clearly and cleverly illustrating the smart ‘Petconomics’ of a Vital Care membership for pet parents is foundational to our role as their partner in pet health and wellness,” said Katie Nauman, Petco chief marketing officer. “Looking at this membership through the lens of personal finance gave us a timely and relevant way to connect with pet parents while also reinforcing the straightforward wellness and economic upsides to enrolling.”