THE CHALLENGE:

The challenge was to maximize the impact of our sponsorship of The Westminster Kennel Club dog show while also emphasizing our dog adoption efforts in a way that created PR buzz with the press while creating personal connections with dog lovers.

THE SOLUTION:

We built a branded pop-up store in Times Square, featuring “Dogs rule” gifts, gear and apparel that we created from scratch, as well as having shelter dogs on-hand to meet and fall in love with. And all the proceeds went to support shelters.

THE RESULTS:

- Received more visitors every day than an Apple Store

- Articles in The New York Times, Creativity, and USA Today

- Press clips that were featured on every major TV news network

ADDITIONAL PEDIGREE CASE STUDIES:

PEDIGREE “Launch”

PEDIGREE “Really Good Food”

PEDIGREE “Adoption Drive”

PEDIGREE “Doggie Dentures”

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