By using Pedigree & Whiskas Club’s database, an SMS was sent to all dog owners that had a mobile phone (5426 persons). The SMS was signed with the name of the dog and asked the owner to buy the new dry Pedigree meat-filled crunchy bites for dinner.At the same time, for those who had an e-mail address (8611 persons) a similar e-mail message was sent out. It was personalized as well, with the name of the owner and signed by the dog. The e-mail address was dogsname@clubepedigreewhiskas.com, creating the surprising effect of having been sent by the animal.

The SMS action was able to pleasantly surprise the dog owners and Masterfoods received around 300 calls and messages complimenting them for the originality of the action.In terms of the number of accesses recorded at the Pedigree & Whiskas Club website, there was an 800% increase on the day the e-mail was sent, due to the fact that the e-mail contained a link to the site, so as to provide the dog owners more information on the product.