Animal food, veterinary and boarding services, breeders.
The PEDIGREE Pyramid campaign was to establish the nutritional high ground for PEDIGREE Dry. The pyramid campaign was similar to the Federal Food and Drug Adminstration's human food nutritional pyramid that tied spe cific nutritional elements back to brand attributes and benefits for the pet.
Brand: PEDIGREE Brand Food For Dogs
Client: Kal Kan Foods, Inc.
Agency: Grey Advertising Western Division
Purina Dog Chow "Every Day"
This campaign represents a startlingly simple change in advertising strategy that propelled Purina Dow Chow to its first consistent volume growth in more than a decade. Consumer insights led us to conclude that Dog Chow's biggest opportunity for increased sales was increasing loyalty from its occasional users. The "Dog Chow Every Day" message challenged consumers' conventional wisdom: that their dogs wanted variety as much as we humans do. The resulting sales increases contributed to $35.6MM in incremental revenue.
Brand: Purina Dog Chow
Client: Nestl Purina PetCare Company
Agency: Fallon McElligott
The "Flea Free" campaign utilized a combination of unique animation and appealing dog photography to introduce PROGRAM to consumers as a dramatically different flea control method for dogs. The campaign dramatized the convenience strategy by contrasting the difficulties of existing flea control methods for both the pet and owner with how incredibly easy it is to administer PROGRAM. The primary goal of the campaign was to drive pet owners to the veterinary clinics to ask for PROGRAM. Specifically, to generate a 50% awareness of PROGRAM among dog owners and increase the veterinarian share of the flea control market from 15% to 25%.
Client: Ciba Animal Health
Agency: Earle Palmer Brown