Pet Care

Animal food, veterinary and boarding services, breeders.

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Dogs Just Know

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.


Brand: Pup-Peroni
Client: Del Monte
Agency: Draftfcb
Language: English

Echo

In 2007, a massive recall hit the pet food industry. Consumer confidence was shaken and brand behavior shifted. While Pedigree wasn't recalled, the aftermath affected everyone. Competition aggressively tried to win back customers via heavy advertising and couponing. Pedigree stayed the course adopted in 2005 -owning the emotional high ground and demonstrating that the brand came from a company of dog lovers. Nothing demonstrated that love better than the Pedigree Adoption Drive. Consumers responded with their hearts and wallets.


Brand: Pedigree
Client: Mars Pet Care
Agency: TBWA\Chiat\Day
Language: English

Pedigree Adoption Drive

Every year, 3 million dogs go into shelters but only 1.2 million of them find homes. Pedigree's Adoption Drive raised awareness of dogs in shelters and gave consumers a way to help them. When consumers bought Pedigree products, Pedigree donated a percentage of profits from every Pedigree product to dog shelters. As a result of the campaign, Pedigree was able to increase sales and share of market despite the shrinking dog food category.


Brand: Pedigree
Client: Mars Pet Care
Agency: TBWA\Chiat\Day
Language: English

2020_us_2020_e-5138-942_hero_1 Pedigree Dentastix SelfieSTIX: Making it easier to get close-ups with your dog
2019_us_2019_e-4452-293_hero_1 Purina Success Starts Before
2018_na_2018_e-2605-098_hero_1 Nutro Feed Clean Gives Life To Dying Brand
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