Pedigree’s positioning in 2015 was “See what good food can do” and what better way to demonstrate the nutritive value of one of the best, retail dog foods available than by feeding and caring for a rescue dog and documenting its transformational journey.
Secondary project detail:
Human insight: Rescue animals appeal to the SA community
Product insight: Pedigree food aids in skin and coat health, oral care, digestion and immunity
Work: Pedigree found Juno, a rescue at Woodrock Rescue and filmed her transformation. Weekly content about her progress was created and fans watched as her diet helped radically transform her coat, teeth, digestion and immunity. The project brought Pedigree’s benefits to life but also raised positive awareness about adoption of rescue animals in SA