Pet Care

Animal food, veterinary and boarding services, breeders.

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2007 GOLD

Pedigree Adoption Drive

Every year, 3 million dogs go into shelters but only 1.2 million of them find homes. Pedigree's Adoption Drive raised awareness of dogs in shelters and gave consumers a way to help them. When consumers bought Pedigree products, Pedigree donated a percentage of profits from every Pedigree product to dog shelters. As a result of the campaign, Pedigree was able to increase sales and share of market despite the shrinking dog food category.

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

2007 SILVER

Lost Litter Box

Fresh Step was in a cat fight with its litter competitors. To create distance from competition Fresh Step improved its product by adding carbon to enhance odor control. But odor control improvementswere standard stuff in litter, so cat owners aren't easily impressed. We needed to prove to this skeptical target that new Fresh Step with carbon eliminated odor better than any other litter. Our idea was to demonstrate that when you use Fresh Step, even cats can't smell their litter box. The Lost Litter Box idea was an unexpected way to emphasize the effectiveness of Fresh Step's odor-eliminating carbon. Campaign results more than doubled objectives, growing Fresh Step sales by 29% and category share by 18% in six months.

Brand: Fresh Step
Client: The Clorox Company
Agency: DDB San Francisco
Language: English

2007 BRONZE

Written Promises

In 2006, Cesar faced two enormous hurdles; increased competition within the single-serve segment and negative consumer perceptions of wet feeding. To achieve success Cesar take ownership of the small dog relationship. Our strategy was to leverage the consumers' need to reciprocate the unconditional love that small dogs give them. The campaign Written Promises illustrates the small dog's commitment to their owners in a fun, stylish, fashion forward way. The campaign idea is Love them back with Cesar "canine cuisine." This notion provides consumer with a strong call to action and positions Cesar as a way to return love. Within three months of the campaign launch Cesar's awareness had doubled (IPSOS Tracking Study Q3) and sales share had reached an all time high of 15.2%. (IRI)

Brand: Cesar
Client: Masterfoods USA , Mars, Inc.
Agency: BBDO West
Language: English