We focused our messages in some of the most inspirational segments of The Biggest Loser: the post-show success stories. When producers returned to our five dog owners, after they had been eliminated, they showed them exercising with their dogs, with both owner and pet making use of the diet and exercise tips they learnt from the show, thanks to PEDIGREE. And as well as the TV segments, we also heavily branded the show’s website and created lots of unique content for the Web. Our work included hiring a resident vet to write a video series of tips for keeping your dog healthy, featuring the role of PEDIGREE LIGHT & MATURE in losing weight. A team of dog-owning bloggers also told their personal stories and responded to viewer questions and comments in real time.

By showing how healthy dogs make for healthy owners, we got people thinking about canine health in whole new ways; and taking it seriously as a social issue. We almost doubled LIGHT & MATURE’s market share from less than 15 per cent before the campaign to 27 per cent after it.

We made sure that canine obesity was no longer below the radar, and we significantly increased the percentage of owners who bought LIGHT & MATURE from 2.7 per cent before the campaign to 4.6 per cent after.