Magazine article Marketing

Golden Jubilee Awards 2009: Cause-Related Marketing

Magazine article Marketing

Golden Jubilee Awards 2009: Cause-Related Marketing

Article excerpt

WINNER

Brand: Pedigree

Agency: TBWA\London

At the heart of the Pedigree brand is the love of dogs, and it wanted to demonstrate this to consumers by backing up its beliefs with actions.

The answer was The Pedigree Adoption Drive, which launched in January 2008 with the aim of helping charities re-home more than 100,000 of the many dogs which are abandoned each year in the UK.

Pedigree wanted to inspire its consumers and retailers, as well as the wider dog-loving public, to help the cause of abandoned dogs. It did this by first raising awareness of the issue. It then offered people a variety of ways to help, including visiting a rescue centre, and putting themselves forward to have their suitability for adopting a dog checked.

The campaign also encouraged responsible dog ownership, while Pedigree made a donation to rescue charities for each of its products sold.

Pedigree promoted the campaign in a variety of ways. Press and TV advertising, created by TBWA\London, featured true stories about homeless dogs from Battersea Dogs & Cats Home.

Alongside the above-the-line work, Pedigree created a six-part TV series with ITV called Dog Rescue, highlighting the excellent behind-the-scenes work done by charities. The series, with branded sponsorship bumpers, attracted an audience of 9.6m.

A website was also set up containing in-depth details about the adoption drive. It also included information about responsible dog ownership and how and where to adopt a dog, as well as the stories of the homeless dogs featured in the advertising. The brand raised pounds 489,000 for homeless dogs through sales of Pedigree and more than 150,000 people visited www.pedigreeadoptiondrive.com during the first quarter of 2008 An estimated 43m people encountered the brand's message and more than 150 charities received grants.

Helping dogs also boosted sales of Pedigree products. During the campaign, value sales grew by 6% year on year, and the brand also saw a positive uplift in brand equity, according to Ipsos MORI brand-tracking research.

There was a nine-point increase in people stating that they identified with Pedigree and an eight-point increase in those who believed the brand had the well-being of dogs at its heart. …

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