Client: MARS & Landmark Australia

Pedigree Petfoods is a subsidiary of the American group Mars Incorporated, specialising in pet food. The company remains a long standing and champion brand with families and their pets world wide.

We worked with Mars on an in store promotion, created to build brand awareness and drive sales of their Pedigree products across 150 Landmark sites nationally. This included mapping strategic customer journeys, building all point of sale and campaign material, procurement and delivery of prizes and reporting on the campaign’s performance and sales.

The campaign activation sought to celebrate modern Australian families, awarding deserving families with a quintessential Australian staple: a Webber barbeque. The aim of the campaign was to acknowledge that everyone in the family has a role to play when it comes to farm living, and the family dog is no different. Hard working families deserve to be rewarded and our loyal dogs deserve to share in the rewards.

We wanted the design to be youthful and illustrative in appearance, to bring life into the concept and easily connect with shoppers of all ages. We chose radiant colours to suggest the Australian backyard setting and developed canine characters who posed as humans in their family roles.