Most pet parents (wrongly) assume home food is best for their pets little realising that dogs have specific nutrient needs - different from humans. The major communication challenge for Pedigree was changing this mind set and educating the consumer on how the right nutrients affects the health of their pet and how Pedigree guarantees the five signs of good health. The core focus of our communication was ‘breaking’ the ‘habit’ of home-cooked pet meals.

Our KPIs were defined:

- The quantifiable goal was to increase reach 10X by sampling 300k unique pet parents in Year1 [15% of the STP (Specialist Point of Trade) universe].

- Reduce cost of activation from $6 in 2015 to $2.5 in 2016.

- Boost market penetration via coupon redemption (1st purchase post sample) to 15% (FMCG benchmark being less than 10%).

The leads were captured through an app and the customer received a sample basis his or her breed type.

Data was handled through a Lead Management System.

The trained call center staff worked to convert the lead into a satisfied customer hence driving sales.

The app allowed us to ramp up the programme quickly and smoothly – taking it pan India.

Sampled customers received a feedback call within 24 hours keeping the brand connect alive. They received information on how to use the product, had their queries answered by trained call centre staff and also received an m-coupon that they could use to purchase a pack at the same outlet at a subsidized rate.

The mobile app helped in registration and redemption of the coupons issued.

A redemption module for the POS was created - who gained points based on the samples given and the coupons redeemed.