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Public Relations:
An insect based dog treat product that mimics an energy bar. This will help communicate the high protein, nutritional aspects of the Pedigree Wild formula and drive home the point that it is beneficial for active dogs.
Sponsorship Opportunity:
The SuperDogs show at the Canadian National Exhibition (CNE) would be an ideal event for Pedigree Wild to sponsor considering it's a show where dogs are judged on their athleticism and it's an event that always gets a lot of attention while the CNE is on.
PEDIGREE WILD CAMPAIGN
Creative Director: Sebastian Guglietti
Art Director: Sebastian Guglietti
Copywriter: Sebastian Guglietti
CHALLENGE
THE
Pedigree is a dog food brand that wants to bring an insect based formula to the market. Research has confirmed that insects are a valuable source of protein, fat, fatty acids, vitamins, and minerals, all of which are an important part of dogs’ diet. In order for this product to be successful, Pedigree must make dog owners comfortable with feeding their dog something that seems so grotesque to a human by communicating the benefits it can have on a dog's diet.
THE
IDEA
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"Pedigree Wild"
A sub-brand under the Pedigree name that focuses on the advantage of insect based dog food being part of a dog’s natural wild diet, rather than beef and chicken, and all of the nutritional benefits that come with it (ie. high protein). The ‘Wild’ sub-brand also references the way we want to position the insect based dog food which is as an energy enhancer as well as reference the eco-friendliness of the product in a plea to save wildlife.
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