Pedigree India, the pet food brand owned by MARS Petcare, has launched the #Pedigree6WeekChallenge campaign in collaboration with Jack in The Box Worldwide, a digital advertising agency. The campaign aims to showcase the visible difference in dogs’ digestive system, skin and coat, muscles, bones, and natural defence within 6 weeks of consuming Pedigree as compared to feeding home-cooked food.
To achieve this, the campaign features an influencer activation with cricket stars Shikhar Dhawan, Yuzvendra Chahal and Dhanashree, grooving to a catchy, specially produced rap song.
The campaign encourages users to first sample Pedigree dry food and then buy a 6-week supply. Customers can participate in the campaign by entering their details to sample the pet food and stand a chance to win a 2-day ‘staycation’ at Taj with their pets.
The campaign also includes a seamless WhatsApp-focused communication strategy to keep customers engaged and informed about their pets’ health progress.
To amplify the campaign’s reach, Pedigree India has partnered with 100 nano-influencers, who will also groove to the rap song, providing an entertaining and informative way to communicate the brand’s message. Customers are encouraged to share images of their pet’s progress over the 6 weeks, which creates an authentic bank of user-generated content that supports the brand’s promise.
The #Pedigree6WeekChallenge campaign targets pet owners, highlighting the benefits of Pedigree’s pet food over home-cooked food. The campaign’s message is delivered through an engaging influencer activation, a catchy rap song, and a WhatsApp-focused communication strategy, which provides a seamless customer experience. The campaign also leverages user-generated content to solidify the brand’s promise and create a community of satisfied customers.
Salil Murthy, Managing Director, Petcare at MARS International India Ltd said, “At MARS Petcare, we are always aiming to set the highest food standards and spread advocacy for nutritionally balanced diets for pets. We are committed to using high-quality ingredients that make your pets healthier and fitter for a happier living. With the #Pedigree6WeekChallenge, we are confident that pet parents will see the difference a balanced diet makes to their dogs and start preferring this alternative which is also time-convenient and cost-friendly.”
Axon Alex, Managing Partner, Jack in The Box Worldwide said, “The 6-week challenge was a great collaborative exercise with the team at Mars Petcare. This collaboration allowed us to flex our muscles both from a creative and UX standpoint. The rap song we conceptualized was to allow influencers to have genuine fun with their dogs instead of reading from a script. This combined with building the WhatsApp journey allowed us to interact with the audience through their entire journey from awareness to post-purchase which was unique and exciting.”