Pedigree wanted to humanize their brand by standing up for a cause.
This was an excellent move considering 90% of consumers have expressed their willingness to switch to a brand that is associated with a positive cause, according to a Cone Communications study.
The brand began their, “Buy a Bag, Give a Bowl,” campaign to support a national effort, and amplified it with the help of influencers.
The influencers promoted the campaign through their social media content, blog posts, and video content.
Influencers like Kristyn Cole helped promote the campaign on Instagram by sharing touching stories about their pets to appeal to their followers’ emotions.
They encouraged their followers to buy a bag of Pedigree because the brand would give a bowl of food to a dog in need for every bag purchased from the store.