This campaign was created, developed, and led by our co-founder and CCO while at TBWA\Chiat\Day
THE CHALLENGE:
Our launch campaign and dog adoption drive work had successfully connected with consumers on an emotional level and had even inspired Pedigree to improve the quality of its food—believe that “every dog deserves to be fed well.” So our challenge was to figure out how to maintain our strategy of being dog-focused while also selling the new and improved recipes.
THE SOLUTION:
The solution was to put the campaign into the voice of dogs themselves. We imagined how they would talk about the ingredients and benefits and let them tell the story.
THE RESULTS:
- 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
Product Benefits :15 Commercials
Calcium Print Ad
Omega Fatty Acids Print Ad
Really Good Food Website Page