Petco has announced a new initiative, centered on the importance of proper nutrition for pets. A creative campaign, "What We Feed Them Matters," rolls out nationwide this week. The multichannel initiative emphasizes to pet parents that great health starts with great nutrition.

Safety and health benefits of food and treats continue to be top concerns for pet owners, and recent survey findings indicate that approximately 100 million dogs and cats in U.S. are overweight or obese. Feeding pets high-quality food can ultimately lead to a longer, better life, greater vitality, better skin and coat, a healthy weight and good digestion.

"We want to encourage pet parents to think about the impact food and nutrition have on their pet's health," said Brad Weston, Petco chief merchandising officer. "At Petco, we handpick the best brands to make it easy for pet parents to navigate the complex world of nutrition and find the right food for their pet."

For nearly 50 years, Petco has been a source for high-quality premium pet products and services in local neighborhoods across the U.S., with knowledgeable Petco partners on hand to help. Petco handpicks the best brands to help pets thrive with a broad range of food and treat options that support complete pet health.

"The new creative builds on the success of the 'The Power of Together' campaign, our brand transformation initiative launched last year," said Danielle Mohn, Petco vice president of marketing. "We're celebrating the importance of the human-animal connection and educating pet parents that what we feed them really does matter."

Created by Vitro, in partnership with Petco's internal creative team, the creative is a purpose-driven initiative to inspire pet parents to think differently about pet nutrition and to drive awareness of Petco's handpicked selection.

The initiative will be featured in-store and online, with nutrition education front and center. In-store, consumers can discuss their pet's specific needs with a Petco nutrition adviser and learn about feeding trends and options as part of Petco's nutrition demo program. In addition, there are a variety of digital resources that can be found online, including information on how to read a petfood label and how to transition your pet to a new food, as well as details on the latest feeding options available to pet parents.