Must Have PR
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At MHP Brand this week, a campaign that’s really caught our attention is the 2011 execution of the Pedigree Adoption Drive.
Firstly, from a creative perspective, it’s a very innovative yet simple idea; take a dog for a virtual walk and Pedigree will donate money to a worthy cause. If you like dogs, you can’t help but engage and take the gorgeous Ripley for a walk. And if you have a dog, Pedigree is what you should be feeding it right? Perfectly targeted.
Secondly, the key to the success of a great creative is in its execution and this idea has been brilliantly executed. The concept of talking Ripley for a walk is great and she is a ‘real’ abandoned dog with a ‘real’ personality.
However, the surprise and clever element is that you’re walking her through relevant dog walking sites such as the National Park, who are also campaign partners. Ripley also plays, catches a ball and looks like she’s genuinely having a lovely time. You fall in love with her and the more sites you visit, the more is donated so your engagement time is naturally longer.
We’ve all taken Ripley for a walk and think you should too. She’s very cute!
