Pedigree Adoption Drive - Shortlisted in Cannes 06/25

Create "Rescue Dogs Movement"

CHALLENGE:

• Re-build a clear and relevant brand image for Pedigree to bring the brand back to growth

THE MEDIACOM DIFFERENCE:

• Create a "Rescue Dog Movement" to activate consumers to adopt a dog or to donate money with every buy of Pedigree.
• The movement was announced via header insertions newspapers, CLPs at gas stations on the freeway and a TV campaign.
• A call to action was given as POS and with branded buses showing local dogs.
• Stories of success were spread via negoatiated editorial integrations in newspapers

RESULTS:

• Increase in sales about 8,6%
• Adoption rate increased about 20% during campaign