Saving Dogs Sells: the Pedigree Adoption Drive

This is a perfect example of Societal Marketing. It's strategically aligned with customer values, it builds huge brand loyalty, it gives people a real reason to buy, it breaks parity, it elevates the conversation. Helping dogs, and helping sales.
The campaign started on a serious note. It was so successful, they kept it going. The creative evolved into - gasp - humor.
From TBWA/Chiat Day LA.




(Full credits here).

If anyone knows the story about the origin of this campaign idea, I'd love to hear it. I'm reading: Saving Dogs Sells: the Pedigree Adoption DriveTweet this!