The Pedigree Pawsome Programme

Pedigree Petfoods, the international pet food brand, used an app to encourage Indian consumers to switch to branded pet food from home cooked food for their animals.

Campaign details

Brand: Pedigree (Mars International India Pvt. Ltd.)Lead agency: Hungama Digital ServicesRegion: APAC

Objectives

Most pet parents (wrongly) assume that home food is best for their pets, little realizing that dogs have specific nutrient needs - different from humans. The major communication challenge for Pedigree was changing this mind set and educating the consumer on how the right nutrients affect the health of their pet and how Pedigree guarantees the five signs of good health. The core focus of our communication was 'breaking' the 'habit' of home-cooked pet meals. However that involved individual prompters...

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