This campaign was created, developed, and led by our co-founder and CCO while at TBWA\Chiat\Day
THE CHALLENGE:
As the main sponsor of The Westminster Kennel Club Dog show, Pedigree had over 15 minutes of commercial air time spread over two days, and needed to make a big impact with consumers and retailers.
But they didn’t have any exciting new recipes or product news to share.
THE SOLUTION:
We proposed that they turn the world’s biggest celebration of pure bred dogs into the world’s biggest celebration of shelter dogs.
THE RESULTS:
- Eclipsed Dog Chow to become the #1 selling brand in the US
- Surpassed one billion in sales in the US more than a year ahead of schedule
- Surpassed three billion dollars in sales globally ahead of schedule
- Millions of dollars raised for shelter dogs
- New York Times credited us with increasing adoption rates nationwide
- Steven Colbert featured the campaign on The Colbert Report
The Pedigree Adoption Drive ran for several years in various iterations. The previous ads were all from the “Heroes” installment. The case study below goes into depth on the first two installments of the campaign.
The Pedigree Adoption Drive Case Study
