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Some Free Advice for Pedigree

February 10, 2008

Pedigree logoThe Pedigree deal mentioned in my previous post appears to be an example of the non-collaborative relationship between the Pedigree’s for-profit and non-profit arms that I think is so unfortunate. (See my posts on Pastoral Marketing (part 3) and Making For-Profit Markets Work in the Non-Profit world which also cites the book Forces for Good.) If these two branches were actually on the same page, we would see more consumer engagement built into the program–and more value of significant consequence for the consumer.

So here are some suggestions about how Pedigree’s most recent adoption promotion could be built to involve consumers better–or said differently, how it might look if the for-profit side of Pedigree was working intimately with the non-profit. Remember that this promotion has at least three other partners: Celebrity Apprentice, Martha Stewart, and the Westminster Kennel Club Dog Show on USA Network.

  1. Tie contributions to the Foundation to in-store purchases of dog food–say, $.50 a bag. If Pedigree doesn’t want to spend the money, bring in the partners to do it.
  2. Stamp a code on bags of dog food that allows you to put your dog’s mug on the Million Dog Mosaic and then either Pedigree or the partners pay the dollar to the Foundation.
  3. If you don’t buy the dog food first, you can go to the mosaic and pay $1 to put your dog’s face on it. In exchange, you can download a coupon for Pedigree products. Either way, Pedigree finds a way to cover the whole million dollars, not just 1% of it.
  4. Sign up Donald Trump to put is money where his mouth is. Rather than just force his minions to develop commercials for the Foundation (and Pedigree) that hisMy Angels My Wear Fur viewers can vote on at the Pedigree website, Trump should pony up some money for every vote. In fact all the participants could afford it, let the losing team pay–or the winning one.
  5. Put custom copies of My Angels Wear Fur by Devon O’Day (her stories of rescued and adopted dogs) in 25 lb. bags of Pedigree dog food. And, bind in invitations to the website, coupons, and a biography of the Pedigree Adoption Foundation.

In each of these cases, if a customer chooses to interact with the Pedigree promotion, they know they are contributing to the health and well-being of dogs that need rescuing. And, they come to experience something valuable about the brand.I’m sure a talented marketer or creative (after all, I’m neither) could come up with many more ways to encourage the Adoption Drive–if they were turned loose to work for both the for-profit and non-profit side simultaneously–and for that matter the marketing teams of Pedigree’s partners.

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