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...