Waggin’ in a winter wonderland.
The brief
Launch Petco’s owned holiday product line with a distinct identity that could stand out in a crowded seasonal retail landscape.
The idea
The holidays are already the most wonderful time of year. Pets make them even better.
For devoted pet parents, celebrating the season means celebrating the four-legged family members who make it brighter. So we leaned all the way in and built a holiday world where pets take center stage.
Bold, unconventional colors and playful storytelling turned the season into something larger than life. The platform, Merry Makings, captured the spirit behind it all, with Petco helping create the moments that become holiday memories.
My role
I led copy across the campaign from concept through launch, beginning with the platform name itself: Merry Makings.
The name was chosen for its longevity and warmth. “Makings” reflects the act of creating — memories, traditions, and joyful moments that Petco helps co-create with pet parents and their pets every holiday season.
The platform extended across the entire retail experience, from in-store signage and gift cards to social campaigns and holiday packaging (where the puns were the real stocking stuffers).