This campaign was created, developed, and led by our co-founder and CCO while at TBWA\Chiat\Day
THE CHALLENGE:
For decades, Pedigree had enjoyed steady growth in the category with their “Developed with vets. Recommended by top breeders.” marketing strategy. But that growth stalled when they were squeezed by high-end premium pet food companies from above and discount value brands from below.
THE SOLUTION:
Our insight was that people love their dogs like their own children. And if they just knew that we love dogs as much as they do, they’d trust us to feed theirs.
So we decided to turn Pedigree from a dog FOOD company, into a dog LOVING company.
This revelation led to: a launch campaign around the mantra “We’re for dogs” and the tagline “Dogs rule.” An adoption drive that raised millions of dollars to help shelter dogs get adopted. New packaging, healthier recipes, and informative yet entertaining product ads. The implementation of dog-friendly offices across the company along with a health care plan for employee’s dogs. A pop-up store in Times Square. And more.
THE RESULTS:
- Increased US sales 12% in just two months
- Set consistent sales records at Walmart and other retailers
- 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
LAUNCH CAMPAIGN
THE INTEGRATED LAUNCH CAMPAIGN DROVE AWARENESS AND RE-APPRAISAL OF THE BRAND
"We’re for dogs" Brand Anthem
Pedigree Website Re-design
THE PEDIGREE ADOPTION DRIVE
THE PEDIGREE ADOPTION DRIVE PROVED THAT WE WERE A DOG-LOVING COMPANY, RAISING MILLIONS OF DOLLARS TO SUPPORT SHELTERS AND SHELTER DOGS—AND DRIVING RECORD SALES IN THE PROCESS.
The Pedigree Adoption Drive Case Study
PRODUCT BENEFITS CAMPAIGN
AFTER UPDATING THE DESIGN ON THE PACKAGING, WE SHIFTED THE CAMPAIGN BACKGROUND TO YELLOW TO MATCH. THEN WE IMAGINED THE VOICES OF THE DOGS THEMSELVES TALKING ABOUT THE FOOD AND ITS BENEFITS.
Product Benefits :15 Commercials
THE DOGSTORE
WE CREATED A POP-UP STORE TO PROMOTE THE PEDIGREE ADOPTION DRIVE IN TIMES SQUARE TO COINCIDE WITH OUR SPONSORSHIP OF THE WESTMINSTER DOG SHOW. WE HAD SHELTER DOGS ON HAND THAT PEOPLE COULD PLAY WITH AND ADOPT; AND WE SOLD “DOGS RULE” CLOTHING, APPAREL, AND ACCESSORIES THAT WE DESIGNED FROM SCRATCH.
Dogstore Case Study
“Crazy Pets was voted #3 Super Bowl ad of the decade by CBS viewers.”
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