Pedigree Child Replacement Programme

Pedigree, a pet food brand, increased its sales and dog adoptions by creating the Pedigree Child Replacement Programme, which targeted the parents of children who have left their home in New Zealand.

Advertiser: Mars PetcareBrand: Mars Pedigree Adoption DriveAgency: Colenso BBDOCountry: New Zealand

Objectives

Pedigree's brand purpose is a simple one; to make the world a better place for dogs. They believe that dogs, in their joyful innocence, provide happiness and bring out the best in people. This core belief guides everything Pedigree does; from making dog nutrition products that fuel happy and healthy dogs, to all brand partnerships and initiatives.

To action this belief, Pedigree has three areas of focus.

  1. Produce high-quality, leading nutrition that brings out the best in dogs.
  2. Drive relevant initiatives...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands