2007 Winner - BEST STRATEGIC LAUNCH CAMPAIGN

CAMPAIGN - We’re For Dogs

AGENCY - Starcom MediaVest Group

CLIENT - MasterFoods Petcare

SPONSORED BY
www.sbs.com.au

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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