2010 SILVER

PET CARE

DOGS JUST KNOW

PUP-PERONI, DEL MONTE

Bill Pearce, Chief Marketing Officer
Christie Fleming, Vice President Marketing, Pet Snacks & Pet Specialty
Tai Doong, Director, Pet Snacks
Sue Resnicoff, Senior Brand Manager, Soft & Chewy

DRAFTFCB

Sean Hardwick, SVP Group Management Director
Hilary Hamer, SVP Group Management Director
Janis Rodda, SVP Group Media Director
Matthew Willcox, SVP Media and Strategic Planning Director
Molly Cabe, VP Strategic Planning Director
Bradley Meyers, Associate Creative Director

COYNE PR

STARCOM

In 2008, Pup-Peroni faced 20 straight months of declining share with their primary competitor dominating the marketplace in both share of media and consumer perception. Research suggested the communications in this category missed the emotional relationship owners share with their dog and the role treating plays in that relationship. Pup-Peroni was repositioned to evoke a more emotionally relevant relationship connected to an ownable reason to buy. The campaign was designed to grow awareness and consumption and exceeded goals with a 7pt lift in awareness and 33% growth in consumption.