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Pedigree is a popular dog food brand that continues to lead market share in the pet food industry. In addition to dog food offerings, Pedigree has a commitment to all dogs, specifically shelter dogs, to help find them a forever home. The Pedigree Foundation is a large part of the company's overall purpose, however,  a majority of consumers, specifically newer Gen Z pet parents, are unaware of this brand purpose

Role

Strategist

Challenge

Pedigree is a well-known name, but not a deeply known brand. We must effectively educate and engage Gen Z pet parents about Pedigree's extensive range of offerings and compelling brand purpose, with the ultimate goal of cultivating a deep sense of loyalty and transforming them into committed customers who choose Pedigree as their preferred pet care brand

Audience

By conducting a questionnaire with over one hundred respondents and twenty in-depth interviews, we found that Pedigree is not Gen Z's first choice when it comes to pet food. Through our research, we found that many pet parents were unaware of Pedigree's overall mission, however, a brand purpose is not enough. We learned that ultimately consumers valued quality ingredients for their pet's food and that a brand purpose was just a bonus.  

Category
Insights