Objective:

To inspire people to adopt dogs. To help dogs find homes. To raise money for the cause. To raise perceptions of Pedigree as “a-dog-loving-company.” And to increase sales to help benefit the cause.

Target Audience:

Dog lovers, Men & Women, age 25-54

How Magazines Were Used:

Magazines were used to add depth and breadth to the messaging of this campaign. Our TV is very emotional. And while our magazine ads are too, we used the opportunity to engage people for more than: 30 to add some compelling rational information to the message. We let people know that 4 million dogs end up in shelters and only 2 million get out. And we used timely news magazines to engage people about our serious issue when they are in a good mind-space to think about it.

Results:

Achieved 11% annual sales growth Raised $2.7 million for shelter dogs

Industry Awards:

27th Annual Kelly Awards Grand Prize Winner

Other Recognition:

Comments: