Pedigree Dog Adoption - The Big Walk

The Brief

JCPR was challenged to:

• Highlight the issue of abandoned dogs and Pedigree’s role in supporting it
• Generate talkability, WOM and high profile national coverage for the Pedigree Adoption Drive
• Reinforce Pedigree’s position as the UK’s largest dog food brand and the first mainstream UK brand to support dog adoption

Campaign Overview

JCPR devised a high impact campaign ‘unveil’ via a media photocall in a branded ‘kennel’ at Battersea Dogs Home.  It was spearheaded by culturally relevant brand ambassador, Neil Morrissey, and leveraged via B-roll footage and interviews.  In addition, it was supported and backed by credible third party charities and organisations.

The campaign was underpinned with headline grabbing research and heart warming adoption case studies.  A Digital engagement programme seeded and endorsed the campaign across network of industry influencers.

Results

• 32 pieces of branded broadcast and print coverage

Client testimonial: 

“From developing the original campaign to delivering the event, JCPR demonstrated a total understanding of what drives the media. Their expertise across all facets of a media campaign from the management of press to message development and leveraging the role of third parties has been invaluable. The coverage has been nothing short of phenomenal and a real highlight for the brand. ” Jane Bingham - Pedigree Events & Market Presence Manager