Strategic Launch Fetches Big Sales

Brand Strategy, Packaging Design

Pedigree dog food, the #1 dry dog food brand in the US, was planning an introduction into the fast-growing "Ancestral" high-protein segment of the dry dog food market. The challenge was to introduce this premium on-trend recipe in a meaningful, ownable way for the mainstream consumer.

As a company of dog lovers, we were excited to dig in. We developed a strategy that cued premium yet communicated the benefits of this unique diet to a mainstream consumer. The outcome? The Pedigree High Protein launch was the biggest launch in the history of the dry dog food category! In its first year, Pedigree High Protein exceeded sales goals by more than double the forecast.

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