To demonstrate Pedigrees knowledge of the relevance of the weather topic and thus its competence, we integrated the Pedigree world in Germany’s number one online weather service. As subcategory (“Dog Weather”), we placed tips for outdoor activities with the dog and feeding information behind the states of a German weather map: http://wetter.rtl.de/redaktion/hundewetter.php. The content is dynamically adapted to seasonal weather situation and leads to further information on the different sectors of Pedigree.de.

The website received massive PR from TV, magazines, and newspapers. 40,000 dog owners subscribed from all age groups in almost 800 cities.The site attracted above-average page views per visit of 6.1 starting strong relationships with consumers.It was so successful Pedigree introduced it in other European countries.