Looking to create a viral moment around the Super Bowl, Petco decided to lean into the insight that nearly 12 million people illegally live-streamed the game and produced its own - “High Quality Feed!”

Highlighting its own healthy, high-quality food, Petco created a unique streaming feed through Twitter while strategically seeding out the link on platforms traditionally visited for illegal sports streaming.

“High Quality Feed!” was the perfect way to highlight and introduce their healthy, high-quality food, attract new unacquired audiences, and have that viral moment that all brands seek.