US pet retailer, Petco, is removing all artificial ingredients from its pet food by May 1 this year. And it’s not doing so quietly. In fact, it’s making a riot about it. The 60-second announcement spot, Cleaning House, comes from new agency Anomaly, which became creative agency of record in December.

In the spot, the agency lets cats and dogs loose in a Petco store, removing products with artificial ingredients their way and sets the action to the song, Riot, by Ace Wilder.

“You’re going to see a very different voice and posture for the brand,” explained Petco’s new chi9ef marketing officer, Tariq Hassan.

“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. 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.”

The ad aims to reach bring health-conscious millennials its fold. They are now 40% of pet owners in the US, according to the American Pet Products Association. It also aims to fight off competitors like Amazon, which has its own line of pet food, and high-end pet food companies, such as Farmer’s Dog, which delivers.

The new work is running on TV in 60-and 30-second spots. 15-second spots specific to new natural brands, such as Champion’s Acana and Orijen brands, appear soon. It is supported by online video, display, paid social and search, digital and influencer components.

https://youtu.be/ogC16tSgjcA