The Objective:

With the arrival of summer 2023, Pedigree wanted dog owners across India to choose a healthy and hydrating meal addition for their pups that was more suited to the season – Pedigree Gravy. They knew dogs loved it. So much so that they would clean their bowls right up. The need was to get more and more pet parents to choose Pedigree Gravy as the preferred top-up meal for their dogs and make it their go-to choice each summer.

The Idea:

To boost adoption for Pedigree Gravy, we decided to incentivise the process with a simple yet effective game – Pedigree Clean Bowl Challenge Game. A game that would showcase every dog’s love for Pedigree Gravy and give dog parents the impetus to choose it for their doggos.

The Execution:

We drove traffic to our game using QR Codes that were added to trial packs of Pedigree Gravy that dog parents received complimentary with every purchase of Pedigree Dry food. The activity was also promoted through social media and collaborative videos with top-tier influencers like Alaya F and more. The game we developed showcased cute, animated dogs popping up with full bowls and the users could tap to get them to clean the bowl with a hearty slurp. Every tap would earn them points and the top 3 highest point scorers at the end of each month got a special summer hamper, courtesy of Pedigree, worth 20k.

The Results:

• game plays: 6500 (during 1st Month)
• unique users: 5868 (during 1st Month)