Petco The company said Wednesday it is working with hip-hop icon Snoop Dogg on a new pet care campaign.

The collaboration includes Petco Picks by Snoop, which includes toys, treats and grooming supplies, and offers social content featuring behind-the-scenes footage of Snoop Dogg with pets, including his reflections on being a devoted dog owner, Petco said in a post. Press Release.

“My pets have to look good, feel good and smell good,” said Snoop Dogg.

The campaign’s first ad features Snoop Dogg as a human Doberman, a nod to the rapper’s 1993 hit “Who Am I? (What’s My Name)?” from his debut album “Doggystyle.”

In 2022, US pet owners will spend an estimated $136.8 billion on their furry friends, up 13.2% from the previous year, according to American Pet Products Association survey.

“We recognize that pet parents want the most bang for their buck and are looking for compelling deals on high-quality products wherever they can,” said Katie Nauman, chief marketing officer for Petco, in a press release.

The Americans continue spend money on petseven during a period of financial constraints, Petco CEO Ron Coughlin said last year.

The cost of pet services, including veterinary care, rose 10.6% year-over-year in May, according to the data US Department of Labor. The cost of pet food increased by 13.8% over the same period, the ministry said.

Shares of Petco are down 9% year-to-date, a laggard competitor Chewywhose shares are up roughly 6% so far this year.

Petco started it again Vital Care membership program in March 2022 as part of efforts to make the pet care market more competitive. The company said in an email that the program provides savings and other benefits to consumers.