CMD Global profiles a campaign by Pedigree in Germany which launched in 2008 to raise brand awareness and sales when Pedigree found its products trapped in a stagnant mid-market position. Growth areas in the industry were in value priced store brands and at the premium end of the market. Pedigree’s strategy leveraged the dog-owning public’s love of dogs and sympathy for homeless animals to improve brand imagery and preference rather than focusing on a product-centric message.
The Pedigree Adoption Drive campaign encouraged consumers to adopt shelter dogs and donate to the drive that benefited local shelters. Photos and stories about shelter dogs were featured in the campaign which included television, newspaper, outdoor and point of sale media.
The campaign exceeded its donation target, increased shelter adoptions, and helped Pedigree register an increase in both sales and share during the Adoption Drive period.