• by Fern Siegel , March 9, 2022

Petco Health and Wellness Company, Inc. has debuted new benefits for its paid membership plan, Vital Care, to make it more accessible and inclusive. The $19.99/monthly fee offers savings on nutrition, grooming, litter, routine veterinary exams and more.

The new Vital Care membership benefits and the “Petconomics” spots just went live.

Droga5 NY created the digital-only campaign. The three spots are here. 

The Vital Care work will also run on Petco’s internal channels, including email, site and app.  No marketing budget was released.

“Caring for our pets shouldn’t be complicated or break the bank. With benefits valued between $320 and $404 per year, plus helpful resources every step of the way, the plan saves pet parents both time and money,” said Jenny Wolski, SVP, omnichannel experience at Petco.

Vital Care was launched in October 2020. Today, it has nearly 160,000 pets enrolled. Petco has enhanced the program to include more benefits for dogs and a new plan tailored for cats. The monthly fee means the cost of Vital Care can be offset by what members get in return, including monthly rewards to use on exams and health needs, discounts on grooming for dogs and litter for cats, as well as $20 off pet boarding, dog walking or pet-sitting services on Rover.com, which is coming soon.

The “Petconomics” marketingcampaign highlights, as the company puts it: “Great Dane-sized” benefits at a “Chihuahua-sized” price. The push is both the importance of animal wellness and the economic savings for owners.

Petco is also launching a Vital Care affiliate program this spring with several partners, including the San Diego Padres, Companion Protect and Central Pet & Garden.

The company also teamed with Hill’s Pet Nutrition, which supports shelters through its Food, Shelter & Love program, to provide post-adoption support. Jacksonville Humane Society, Oklahoma Humane Society, Brandywine SPCA, Baltimore Animal Rescue & Care Shelter, and Friends of Pima Animal Care Center will participate in the Vital Care Shelter Affiliate program.

There are more than 1,500 Petco locations across the U.S., Mexico and Puerto Rico, including over 150 in-store veterinary hospitals.