One True Loyalty Program
Mars Petcare, Pedigree
Issue 58 | March 2021
Agency
BBDO New York
Creative Team
Chief Creative Officer, Worldwide: David Lubars Executive Creative Directors: Peter Kain, Gianfranco Arena Creative Director: Judd Counsell Copywriter: Larissa Magera Art Director: Morgan Hoff Junior Art Director: Samantha Spellman Junior Copywriter: Sandi Spino
Production Team
Agency, Exec Producer: Amy Wertheimer Producer: Sarah Knowlton Associate Art Producer: Lizzy Lehn Production Company: World War Seven Director: David Shafei Executive Producer: Josh Ferrazzano Head of Production: Megan Pfaffenroth Line Producer: Michael Mitchell Director of Photogaphy: Jason McCormick
Other Credits
Agency, Snr Account Director: Sally Nathans Account Director: Elizabeth Maini Account Manager: Isabel Pluck Account Executive: Chelsea Berk Group Planning Director: Annemarie Norris Planning Director: Karin Santiago Comms Planning Director: Brian Brydon Planner: Jaime Chou Director, Data Solutions: Tina Allan Data Solutions Manager: Christine Yang Editorial Company: Mackenzie Cutler Editor: Pamela Petruski Executive Producer: Gina Pagano Producer: Margarita Mutuc Assistant Editor: Jonathan Baum
Date
August 2020
Background
These days corporations bombard us with endless references to loyalty: brand loyalty, loyalty rewards, loyalty cards, loyalty points, even loyalty lounges. It’s all carefully calibrated to make YOU more loyal to THEM. They thought it might be nice to take a page from our canine friends and make loyalty about, well, being loyal. So, the Pedigree One True Loyalty Program was created. It’s the only loyalty program in the world that gives YOU the loyalty, in dog form. You get a dog, a shelter dog gets a home, and the world gets more loyalty.
Idea
The Pedigree One True Loyalty Program is a first-of-its-kind loyalty program that gives the customer the loyalty, in dog form. How it works is simple: you buy 2 bags of Pedigree, and you are given a dog, and all its loyalty. More specifically, the cost of adopting a dog from a shelter will be covered. There are approximately 3.3 million dogs entering shelters every year in the US, 1 in 6 of whom lose their lives to euthanasia. So the program not only gives customers the best kind of loyalty there is, it gives a shelter dog a much needed home. To promote this first-of-its-kind loyalty program, fun online videos were created touting the benefits. Playful out of home ran comparing their loyalty program to other types of loyalty programs. Loyalty program expert “The Points Guy” was even directly challenged on Twitter to find a loyalty program. He agreed he could not. Pedigree fans were given a new kind of loyalty program. Shelter dogs were given loving new homes. And the loyalty program was reinvented in the process.
Results
Even though the Pedigree One True Loyalty Program offered to give customers loyalty instead of demanding it from them, there was still a $1.6+ million increase in sales, including a +56% sales increase at Walmart (at 235 stores, over a 3 week time period on specific SKUs). Better yet, there was a 57% increase in shelter visits across the US from people who saw the campaign. And 614 dogs found new, loving homes. Soon the campaign will travel to Russia, where they hope to help more dogs worldwide.