This Pedigree Campaign Prompts Parents to Get a Shelter Dog
Riley von Niessen — April 14, 2017 — Lifestyle
References: replacethem.co.nz & adweek
For many parents, watching their children grow up and leave the nest can be difficult, as it means that they're daily routine will change, and they'll likely be a little more lonely – however as this new Pedigree campaign shows, this isn't how it needs to be.
Instead of pining away for their children, the pet food brand tells them that they can find a new object of affection, by adopting an animal that's been left in a shelter. On it's website, Pedigree tells parents, "As you sit in a quiet house lamenting how quickly they grew up, a dog sits in a shelter longing for a home. A home it can fill with love and companionship. A life it can fill with tail-wagging affection. Pumpkin Pie’s gone. Move on."
Next, the Pedigree campaign prompts parents to enter their child's sex, name, hair length, energy level, food consumption, and social needs, so that it can ensure that they're matched with the perfect canine equivalent.
Instead of pining away for their children, the pet food brand tells them that they can find a new object of affection, by adopting an animal that's been left in a shelter. On it's website, Pedigree tells parents, "As you sit in a quiet house lamenting how quickly they grew up, a dog sits in a shelter longing for a home. A home it can fill with love and companionship. A life it can fill with tail-wagging affection. Pumpkin Pie’s gone. Move on."
Next, the Pedigree campaign prompts parents to enter their child's sex, name, hair length, energy level, food consumption, and social needs, so that it can ensure that they're matched with the perfect canine equivalent.
Trend Themes
1. Animal Adoption Campaigns - Opportunity for businesses to create clever and emotionally appealing campaigns that promote animal adoption and connect with potential pet owners.
2. Shelter Pet Adoption - Businesses can tap into the growing desire to adopt shelter pets by offering innovative services and products that cater to the needs and preferences of pet owners.
3. Personalized Adoption Matching - Disruptive innovation can occur by developing technologies and platforms that utilize personalized data to match potential pet owners with the perfect shelter pet.
Industry Implications
1. Pet Food and Products - Opportunity for pet food and product companies to create partnerships and campaigns that raise awareness about animal adoption and showcase their products as part of responsible pet ownership.
2. Technology and Data Solutions - Technology companies can leverage data analytics and AI algorithms to create platforms and apps that assist in personalized pet adoption matching, improving the adoption experience for both humans and pets.
3. Marketing and Advertising - Marketing and advertising agencies can develop innovative strategies and campaigns that tap into the emotional connection between parents and pets, promoting animal adoption and driving brand awareness for their clients.
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