2007 AWARD WINNER
BEST STRATEGIC LAUNCH CAMPAIGN
CAMPAIGN - We’re For Dogs
AGENCY - Starcom MediaVest Group
CLIENT - MasterFoods Petcare
SPONSORED BY
OBJECTIVES
Despite being the leader in pet food,
Pedigree was facing significant
challenges. Sales had been in steady
decline for five years and the brand
was losing emotional resonance with
its core audience - young families.
Since Pedigree was losing share
to newer, healthier entrants (primarily
Purina Beneful and Supercoat),
MasterFoods launched the new
Pedigree Natural range - made with
entirely natural ingredients, without
colour, additives and preservatives.
Starcom was charged with two
tasks: launching the new Pedigree
Natural range to help reverse the
decline in sales and help reconnect
families with the Pedigree brand.
CAMPAIGN
The launch of “We’re for Dogs” had
gone some way to reconnect
emotionally with pet owners, but it
was in danger of being seen as an
empty advertising promise. Starcom
had to prove to consumers that
Pedigree really was “for dogs”.
The family dog - Rover - sat at
the heart of Starcom’s thinking. His
needs were key to helping Pedigree
reconnect with families. The
challenge was to facilitate Rover’s
involvement in the family’s weekend
agenda. No longer would Rover be
left at home. Thanks to Pedigree,
Rover would be right among the
action - demonstrating the brand
proposition of “We’re for dogs”.
Through a deep association with
Auskick, the Aussie Rules program
for school kids, Rover was able to
be at the centre of the weekend
family fun. With over 140,000 kids
playing each weekend, Auskick
offered huge scope.
Families were encouraged to bring
Rover along to Auskick training, but,
not merely satisfied with allowing
Rover to sit on the side lines,
Pedigree Natural established a
program to keep Rover stimulated
and exercised.
At each of the Auskick centres
(over 150) Pedigree distributed branded
toys, such as balls and frisbees, to
entertain Rover, while doggie water
bowls kept him refreshed and hydrated
throughout all the fun.
Pedigree also released branded
footy cards, featuring current AFL
sporting heroes and their dogs. A
microsite was designed for budding
young players - housed within the
popular afl.com.au site and a
promotion, “Are you a Natural footy
star?”, targeted Auskick kids (and
their dogs).
The three winners of the
promotion scored a role in the grand
final parade (with Rover by their side),
access to the locker room prior to the
game, VIP seating, a chance to award
the winning footy team their medals
and the chance to play AFL during
half-time entertainment. Meanwhile,
Rover enjoyed all the privileges of a
puppy day spa.
After the grand final, the three
winners featured, alongside Rover, on
a local billboard, designed to spark
conversation at the local dog park
and schoolyard.
To launch the initiative, star
ruckman for the Western Bulldogs,
Luke Darcy, appeared with his
pooch (Leroy) on the footy commentary
show Before the Game, on
Network Ten.
Darcy’s profile was also leveraged
into a promotional TVC, which aired
during AFL games, Bondi Rescue,
Australian Idol, Thank God You’re Here,
The Biggest Loser - shows
guaranteed to capture the whole
family, including Rover, together.
As part of the master negotiations
between Ten and MasterFoods, the
investment team negotiated all the
above at no charge.
RESULTS
Prompted awareness of the new
Naturals variant reached 42% (well
above targets of 30%) after only six
weeks in market. For the first time in
years, the Pedigree parent brand
broke the 90% prompted awareness
mark, with scores reaching 97%.
Tracking found over half those
aware of Naturals were convinced to
trial the brand, and 60% of these
became regular brand users.
The launch of Pedigree Natural in
2006, was such a success, it not only
reversed the negative trend, but
contributed to an increase in total
brand revenue of 5.0%.
JUDGE’S COMMENTS
“Brilliant insight led to a brave
campaign resulting in a significant
change of perception. It gave real
traction for the brand in a culturally
relevant way that gave something
back to the consumer - ie the dog! A
very Aussie solution showing that
We’re for dogs.”
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