Cannes Lions

PEDIGREE MEATY BITES PET FOOD

STARCOM WORLDWIDE AUSTRALIA (MELBOURNE), Melbourne / MASTERFOODS / 2003

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Overview

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Overview

Execution

MFANZ - Petcare’s global Dog segmentation study identifies 14 different consumer segments within their product repertoire – Pedigree Meaty Bites falls within the D4,5,8&9 segments, which encompasses variations amongst adult targets.

Our in-depth media analysis identified the unifying characteristic between the four Pedigree segments was the ‘friend and companionship’ relationship with their dog - and the underlying insight being ‘companionship moments with my four-legged friend’.Tapping into this insight enabled us to communicate the ‘biggest news in dog food since the bone’ to adult buyers and dogs alike – with the creative and media working synergistically to deliver results.

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