Pedigree
Strategy
Pedigree sought to strengthen its retail presence at Wal-Mart globally while reinforcing its brand commitment to dogs and pet adoption. The challenge was to create a compelling sales narrative for Wal-Mart units across multiple countries and generate high-profile media exposure to drive consumer engagement.
To achieve this, we developed a multi-tiered strategy that combined retail activation, media visibility, and influencer partnerships:
- Global Sell-In Strategy: Created a comprehensive sales template to support Pedigree’s sales force in securing buy-in from Wal-Mart units worldwide.
- High-Profile Media Event: Launched the Canine Walk of Fame at the Humane Society of the U.S., featuring hero dogs from six Wal-Mart countries, who were honored with paw prints enshrined in cement.
- Influencer & Advocacy Group Engagement: Recruited high-profile canine organizations to lend credibility to the campaign through media partnerships and digital engagement.
- Cost-Effective Global Execution: Designed a turnkey program to ensure efficient implementation across the U.S. and six international markets.
Results
The Pedigree Canine Walk of Fame campaign delivered significant brand visibility, retail impact, and media reach:
- All six Wal-Mart units signed on, resulting in VPI (Vendor Product Innovation) status for Pedigree and extensive in-store promotional and retail-tainment events.
- Affiliation with international canine groups enhanced program credibility and strengthened Pedigree’s brand equity in the pet care industry.
- Unprecedented media coverage, generating nearly 148 million consumer impressions through 25,000 media outlets across the U.S. and international markets.
By integrating retail strategy, media engagement, and advocacy partnerships, Pedigree successfully elevated its brand profile, secured a stronger retail footprint at Wal-Mart, and reinforced its commitment to dogs worldwide.