Pet Care

Animal food, veterinary and boarding services, breeders.

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2011 BRONZE

It's Good to Give

After 10 years without advertising support, Milk-Bone saw its share dropping within dangerous range of its main competitor, private label. With no new products planned, we needed a way to stay relevant and top-of-mind with consumers. The company wanted to provide dog owners with an emotional reason to believe, so the "Good to Give" campaign was born. By showcasing an existing but under-promoted 12-year relationship with the nonprofit service dog provider Canine Assistants(R), this campaign touched consumers' hearts and effectively increased share, consideration, and awareness across the board.

Brand: Milk-Bone
Client: Del Monte
Agency: Draftfcb
Language: English

2010 SILVER

Dogs Just Know

In 2008, Pup-Peroni faced 20 straight months of declining share with their primary competitor dominating the marketplace in both share of media and consumer perception. Research suggested the communications in this category missed the emotional relationship owners share with their dog and the role treating plays in that relationship. Pup-Peroni was repositioned to evoke a more emotionally relevant relationship connected to an ownable reason to buy. The campaign was designed to grow awareness and consumption and exceeded goals with a 7pt lift in awareness and 33% growth in consumption.

Brand: Pup-Peroni
Client: Del Monte
Agency: Draftfcb
Language: English

2009 GOLD

Echo

In 2007, a massive recall hit the pet food industry. Consumer confidence was shaken and brand behavior shifted. While Pedigree wasn't recalled, the aftermath affected everyone. Competition aggressively tried to win back customers via heavy advertising and couponing. Pedigree stayed the course adopted in 2005 -owning the emotional high ground and demonstrating that the brand came from a company of dog lovers. Nothing demonstrated that love better than the Pedigree Adoption Drive. Consumers responded with their hearts and wallets.

Brand: Pedigree
Client: Mars Pet Care
Agency: TBWA\Chiat\Day
Language: English