Every nation on earth has an end of year celebration to spend with the ones they love. It’s the biggest commercial period of the year for just about every brand on earth. But Pedigree were being left out of the action.

We created the world’s first holiday just for dogs. The Season of Good Dog - an annual celebration of all the good dogs that bring to the world, replete with an origin story, music, decorations, and gifts, all available for purchase through Pedigree stockists.

Dog owners think of their pets in the holidays, but they don’t spend money on them. So we targeted dog owners with a story that not only gave them a reason to spend on their pets, but enriched their enjoyment of the holidays. We created comms to cover every element of the holiday season, from an origin film, to celebratory carols, to gifts, decorations, and treats. Bespoke products drove sales to increase spend across the category, and every piece of comms. linked directly to products to help dog owners celebrate the holidays with their dogs.

The campaign film reframed the holidays as a day about dogs. In it, a dog arrives at a family as a present, and thereafter mistakes the holiday as an annual celebration of his arrival. He naively explains the rituals and traditions of the holiday. In streaming services, an album of dog centric carols helped dog owners celebrate the holiday with their pets. And in Pedigree stockists, gifts and decorations spread the holiday cheer.

• Record high category share of 10.5% in care and treats in the USA.

• Season of Good Dog products sold out in the UK.

• Second highest period of sales in Poland with a 28% increase year-on-year.