Pedigree Promo PEDIGREE POOP BAG TRANSIT by BBDO Toronto, Proximity Toronto

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Industry Pet Food, Pet Care Products & Services
Media Promo & PR
Market Canada
Agency BBDO Toronto
Art Director Rebecca Dunnet
Copywriter Shiran Teitelbaum
Producer Jessica Valentini
Account Supervisor Megan Epstein
Agency Proximity Toronto
Released March 2012

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Senior Vice President/Executive Creative Director: John Gagné (Proximity Canada)
Vice President/Creative Director: Dave Stevenson (Proximity Canada)
Copywriter: Shiran Teitelbaum (Proximity Canada)
Art Director: Rebecca Dunnet (Proximity Canada)
Account Supervisor: Megan Epstein (Proximity Canada)
Account Director: Catherine Klunder (Proximity Canada)
Producer: Jessica Valentini (Proximity Canada)
Senior Print Producer: Sophia Miller (BBDO Toronto)
Media placement: Transit Shelter - TTC/Astral Media Bus Shelter - 1 March 2012

Describe the objective of the promotion.
The objective was to promote Pedigree Chicken & Rice Dry Food, which is packed with Prebiotic and extra fibre for good doggie digestion.

Trouble was that owners rarely think about the health of their dog’s tummy. So our strategy was to connect with them right where good digestion is most relevant – at parks where dog owners see the outcome of a healthy diet.

Our idea? When it comes to healthy digestion, the proof is in the poop.

Describe how the promotion developed from concept to implementation.
When a dog has good digestion, they have good stools. To get dog owners to consider if their dog was a good pooper, we created a transit ad that dispensed poop bags. We brought this solution to life near a dog park where 'back end performance' matters most. Once we secured the right bags and right dispenser, we were able to reach people where it mattered.

Explain why the method of promotion was most relevant to the product or service.
The main benefit of the product is that it aids doggie digestion. Not only did dispensing poop bags provide a community service, but it also got dog owners to consider the state of their dog’s digestion when it matters most.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion was a huge success. In just 3 weeks, over 3,000 bags were dispensed. Through worldwide media coverage, our ad generated over 5m unique impressions. Most importantly, the ad sparked international discussion about doggie digestion, a topic not usually on people’s minds – even for dog owners.

Now there’s even demand by consumers to bring this execution to the United States, and our client wants to implement more of these special transit ads near parks in Toronto.