Cannes Lions

PEDIGREE DOG FOOD

TBWA\HUNT\LASCARIS JOHANNESBURG, Johannesburg / MARS / 2008

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Overview

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Credits

Overview

Description

Pedigree wanted to create awareness of their Pedigree Puppy Formula and the nutritious energy it gives to small dogs and puppies. As part of the idea, they also wanted to leave behind a sample of their product for the dogs to try.

Execution

Our key insight is that in South Africa, people generally have smaller dogs in townhouses because of the limited space. Knowing this, we placed dog-flap decals on the ground-floor units of townhouses. However, instead of placing them at the bottom of the door where dog-flaps are usually found, they were placed at the top, implying that the dog had the energy to jump that high We approached selected townhouses that fell into our target audience and got permission to carry out the idea on the ground-floor units (the units most likely to have dogs). We also left the samples of the product under the door.

Outcome

Though the success of the idea has been difficult to measure, Pedigree loved it and are looking for more townhouses to run the promotion.

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