Olive, the dog was the star. A one minute TV testimonial spot of the owner where she spoke of the heartache she felt seeing Olive shed fur and find medication unsuccessful that we were able to demonstrate the transformation.

Crucially we endeared Olive to the nation by casting Olive in popular TV drama programs.

On our website people shared their stories of their transformed healthy dogs. There they filled in on-line diaries which made it easy to capture the timeline of transformations and make the evidence shareable across platforms. Facebook socialized the news and proved that ‘miracles’ were happening up and down the country with new ‘5 signs in 6 weeks’ stories, everyday.

Finally the client announced they would help find newly transformed homeless dogs with a caring owner who would maintain the health of the animal for the rest of their lives. We aired content on TV showing such dogs and how to reach out to them was inserted within prime-time appointment programming.

Pet food market grew +7% in both value and volume.Pedigree grew in both value and volume +13% and +12% respectively after start the Miracle Campaign.Integrated Miracle Campaign drove +16% growth from both new and current users.Pedigree gained market leadership with 34% market share in dog dry the highest ever in the last 3 years for the brand.Mars Corporate share grew to 36% a record share in 3 years.