In a market where dog food brands are as prolific as the number of canine varieties that consume them, one brand has risen head and shoulders above the ‘pack’. Pedigree’s latest outdoor campaign, utilising strategically located Primedia Outdoor billboards, has struck emotional gold and is destined to have dog owners ‘oohing’ all the way to their nearest stockist.

Spotting a gap in the way dog food is traditionally marketed, on a functional benefit level, Pedigree opted to position their brand within an emotional context. The campaign proved a skilful differentiation of the brand from the competitive pool to secure competitive advantage.

The outdoor campaign creative showcases dogs at their real, honest and everyday best, in ways that only dog lovers would understand, to create an intimate bond between the brand and its target audience. Primedia Outdoor’s billboard extensions offered the perfect vehicle to communicate the big, life-like emotional images, designed to generate added word of mouth value and big brand feel.

“The main objective of this campaign is to entrench the brand positioning, ‘We’re for dogs’, in the minds of dog lovers and owners. Pedigree understands dogs and all communication is designed to reflect the brand’s basic departure point ‘For the love of dogs’.

The billboards, with simple and to the point messaging, worked extremely well in supporting the brand positioning as part of an integrated Television, Print and Outdoor campaign,” says David Cohen, Account Director at TBWA Hunt Lascaris.

“Creative execution in the use of outdoor has sparked considerable debate in the past. Pedigree’s latest campaign clearly shows this brand’s intimate understanding of their target market and presents a prime example of the innovation, creativity and impact that can be achieved when the characteristics of the medium are carefully considered at the design stage of the creative execution”, commented Primedia Outdoor Marketing Manager, Dashni Naidu.

http://www.primediaoutdoor