The creative solution was to cause impact sending a big dog bone. How? The 2005 "Dogs Rule" calendar was sent wrapped in a huge tube in the shape of a bone. A special package that imbued the calendar with warmth and impact.

This action increased both the number of calendars pet shop owners distributed to consumers and Pedigree sales for the main pet shops. It also reinforced the relationship with the target. Results were confirmed by Pedigree's sales people, who were greatly welcomed by pet shop owners. They were grateful for the calendars and praised the unusual material.