PEDIGREE: K9FM

This case study describes how pet food brand Pedigree promoted itself in the New Zealand market with a campaign that targeted not only pet owners but their dogs.

PEDIGREE: K9FM

Campaign details

Agency: Colenso BBDOClient: Mars PEDIGREECategory: Consumer Products

Executive summary

Pedigree see itself as a brand that exists to make dogs happy. The biggest problem facing New Zealand's dogs is being left home alone all day while their owners work. To combat the stress of this, Pedigree set up a radio station design specifically for dogs, called K9FM. Owners were able to interact with the station by phoning in and appearing live on air, broadcasting messages that their dogs could here. The campaign saw Pedigree sales rise to a three-year-high. Pedigree is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands