ACTIVATION GALLERY Retailer Spotlight: Petco Notables Petco marked the 50th anniversary of its founding with a massive sale event running Sept. 27 to Nov. 7, 2015. In stores, shelf signs and endcap headers using a "50th Anniversary Sale" message offered Pals Rewards cardholders deals on products from manufacturers including Nestle Purina, Variety Pet Foods and Merrick Pet Care. Window posters, door clings, ceiling signs, side panels and stanchion signs supported the effort. 128 y SHOPPER MARKETING MARCH 2016 Dick Van Patten's Natural Balance in 2015 upped its contribution to Petco's annual "Helping Heroes" fundraising campaign. Stanchion signs and counter cards promoted the campaign in stores.