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....