Pedigree: SelfieSTIX

Pedigree, the pet food brand, transformed its treat product into a positive every day purchase in New Zealand through a campaign that created a mobile accessory and app that appealed to both pets and their owners.

The story behind the campaign

Challenge

Pedigree DentaSTIX sits in a saturated, fast-growing treats & care market, where brand loyalty continues to decline.

Often considered an incremental purchase and a ‘functional’ treating product, we needed to find a PR-friendly way to encourage customers to pick up the Pedigree’s DentaSTIX product over competitors, shifting perception of DentaSTIX to a ‘positive’ treating product for every day.

The brief was to create a value-add; to create meaningful moments between dogs and their owners, to drive repeat purchase of the DentaSTIX product.

Creative concept

To demonstrate the irresistibility of Pedigree DentaSTIX, we created SelfieSTIX....

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