Pedigree Promo, Case study BIGGEST LOSER FOR DOGS? by BD NETWORK

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Industry Pet Food, Pet Care Products & Services
Media Promo & PR, Case study
Market Australia
Released February 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: MARS PETCARE
Date of First Appearance: Mar 1 2010
Entry URL:
Business Strategist: Anna Camuglia (Starcom)
Client Business Executive: Jessica Bell (Starcom)
Client Business Manager: Hayley Clarke (Starcom)
Digital Manager: Kerrie Leary (Starcom)
Group Sales Manager: Nisar Malik (Channel Ten)
Media placement: TV Sponsorship - Biggest Loser, Channel Ten - 01 Mar 2010

Insights, Strategy & the Idea
Healthy dogs make healthy owners. So we controversially suggested that PEDIGREE LIGHT & MATURE diet dog food would be the perfect partner for the popular reality show The Biggest Loser, which features humans competing to shed as many pounds as possible. The idea surprised both our client and The Biggest Loser’s producers but made sense once we explained our insight.
Michelle Bridges, fitness trainer on The Biggest Loser, is a dog owner who often trains by running with her pet. So Michelle was keen to introduce The Biggest Loser contestants to Paddy, her four-legged “assistant coach”, extolling the benefits of owning and exercising with a dog. We also reached out to five contestants who we knew were dog owners. And through a series of different segments on the show, and online, we emphasised the connection between a healthy lifestyle for people’s pets and a healthy lifestyle for themselves.

Creative Execution
We focused our messages in some of the most inspirational segments of The Biggest Loser: the post-show success stories. When producers returned to our five dog owners, after they had been eliminated, they showed them exercising with their dogs, with both owner and pet making use of the diet and exercise tips they learnt from the show, thanks to PEDIGREE. And as well as the TV segments, we also heavily branded the show’s website and created lots of unique content for the Web. Our work included hiring a resident vet to write a video series of tips for keeping your dog healthy, featuring the role of PEDIGREE LIGHT & MATURE in losing weight. A team of dog-owning bloggers also told their personal stories and responded to viewer questions and comments in real time.

Results and Effectiveness
By showing how healthy dogs make for healthy owners, we got people thinking about canine health in whole new ways; and taking it seriously as a social issue. We almost doubled LIGHT & MATURE’s market share from less than 15 per cent before the campaign to 27 per cent after it.
We made sure that canine obesity was no longer below the radar, and we significantly increased the percentage of owners who bought LIGHT & MATURE from 2.7 per cent before the campaign to 4.6 per cent after.