FROM SHELTER TO STAGE by Starcom Chicago for Pedigree

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FROM SHELTER TO STAGE

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Industry Pet Food, Pet Care Products & Services
Media Promo & PR, Case study
Market United States
Agency Starcom Chicago
Released November 2012

Credits & Description

Advertiser: MARS PETCARE
Agency: STARCOM MEDIAVEST GROUP
Category: Best Use of Screens
Advertising campaign: FROM SHELTER TO STAGE
Vice President Director: Erin Vogel (Starcom MediaVest Group)
Development Executive: Lizzie Levin (Starcom MediaVest Group)
Vice President Director: Amy Harris (Starcom MediaVest Group)

Execution
We identified the Broadway revival of Annie the Musical as the perfect partner to demonstrate PEDIGREE®’s nutritional benefits in the context of a familiar and beloved adoption story. Through our partnership with the musical, we teamed up to document Annie’s Search for Sandy through a TV special in which PEDIGREE® and animal trainer Bill Berloni conducted a nationwide search for a real-life shelter dog to play the role of Sandy - the other orphan in the musical Annie. Our search turned up Sunny. Abandoned, dragged by a car, and moments from euthanasia, Sunny was plucked from a Houston shelter to train with Bill. Beyond TV, we used social media, PR and on-site events to bring people along on Sunny’s transformative journey from shelter to stage.Fans were rooting for her! We gave them the opportunity to actively demonstrate their support of PEDIGREE® Foundation by purchasing tickets or special-edition PEDIGREE®-Annie blankets.

Effectiveness
The Annie partnership delivered more than 100 million PEDIGREE® touch points. Across PEDIGREE and Annie social assets, the program generated more than 61,283 minutes of engagement and the partnership was mentioned in 615 publications, earning more than 23 million impressions including Sandy’s appearances on high-profile national platforms. The value of the program’s impact was 4.5X the investment! And through the Annie partnership, we raised over half a million dollars for PEDIGREE® Foundation. In the end, Sunny’s life was not only spared, it was transformed. PEDIGREE® showed America that with a little love and good nutrition, all shelter dogs can shine.

Strategy
Some think because shelter dogs have had a tough life, they won’t make good pets. But shelter dogs are just as sweet and loyal as other dogs. No one knows that better than people who adopt. And no one has supported pet adoption longer than PEDIGREE®. While adoption created a special place for PEDIGREE® in the hearts of dog lovers, we needed to highlight how its food makes a difference in the lives of shelter dogs. Food donations are helping shelters put their dogs on a diet of PEDIGREE®—and research has shown that the consistent, healthy diet helps dogs get in shape to be adopted. A one-of-a-kind adoption story could boost perception of shelter dogs, PEDIGREE® food, and PEDIGREE® Foundation. When we heard a Broadway revival of Annie was in the works, we knew this was our opportunity to show what happens when shelter dogs are given a chance.