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Pedigree
Pedigree Feeding Project

RAN IN: United States

CLIENT
Mars Petcare

Chris Mondzelewski - VP, Mktg.
Lisa Campbell - Sr. Brand Manager

AGENCY
BBDO New York *Lead Agency

David Lubars - Chairman, CCO
Tom Godici - Executive Creative Director
Ben Heller - Creative Director
Greg Ketchum - Executive Creative Director
Mark Mulhern - SVP, Sr. Acct. Director
Sally Nathans - Acct. Director
Crystal Rix - SVP, Group Planning Director
Mike Tunney - Creative Director


DigitasLBi


Starcom MediaVest Group


Catapult


Weber Shandwick


SUMMARY

Pedigree was experiencing a decline in sales and share. Despite the good will generated by the Dog Adoption Program, the important cause-marketing platform wasn't growing the business. We needed to convince dog owners that not only did Pedigree help shelter dogs become pets, but it was also a nutritious food. The launch of the Pedigree Feeding Project enable us to continue to help shelter dogs find loving homes, while also building credibility for the food. Dollar sales rose, key retailers saw sales increase: we saw what good food could do.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Print,Packaging,Sales Promotion

Audience: Boomers (45+),Men,Women

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: Local,National

Language: English