CAMPAIGN / ACTIVATION
Pedigree Pup-letes
What does it take to be a Pedigree Pup-lete? Be cute as f*ck apparently.
DIRECTOR / Baker Smith
TEAM / Rich Fiset & Kelly Kennedy
BRANDED CONTENT / BROADCAST
Puppy Bowl Partnership.
To continue to help promote Pedigree's new Puppy food, we leveraged Pedigree's existing sponsorship of the Puppy Bowl by creating a campaign about the pre-game prep that puppies go through prior to the big game.
BROADCAST IN-GAME
DIRECTOR / Ben Cullner
SOCIAL ACTIVATION
Tweet for Bowls
Post Puppy Bowl, just days before Super Bowl XLIX, GoDaddy received considerable backlash for a commercial that many believed glorified puppy mills. With Pedigree being a long-standing supporter of adoption, we saw an opportunity to lead a positive conversation and help feed shelter dogs. In less than 48 hours, we launched a campaign encouraging audiences to #TweetForBowls during the big game. For every tweet, Pedigree donated a bowl of nutritious dog food to shelters.
