The Pedigree Child Replacement Programme was an ingenious campaign by Pedigree, the pet food brand . It specifically targeted “empty nesters,” parents whose children had flown the coop, leaving them feeling a bit lonely. Encourage these parents to adopt dogs as a way to fill the void left by their absent kids.
Campaign Overview
Cause for the Campaign:
Many parents experience a sense of emptiness when their children leave home (empty nest syndrome). Pedigree aimed to address this by positioning their dog food as a way to fill that void with a loving companion.
Concept:
The campaign humorously suggested that parents could replace their grown-up children with loyal dogs. It played on the emotional bond between parents and their offspring, emphasizing that a dog could provide companionship and love.
Idea & Concept:
The campaign used humor and a bit of shock value. They created the idea of a fictional “Child Replacement Program” where lonely parents could “replace” their grown children with a dog.
Execution:
- Messaging: The campaign’s tagline was straightforward: “When your kids move out, move on.” It encouraged parents to consider adopting a dog as their new companion.
- Website: Parents were directed to the website replacethem.co.nz, where they could explore dog adoption options.
- Media Channels: The campaign utilized various channels, including TV commercials, online videos, and social media.
Impacts:
- Awareness: The campaign gained significant attention and went viral due to its unique concept.
- Adoption Rates: While specific adoption numbers aren’t readily available, it successfully raised awareness about dog adoption.
- Brand Impact: Pedigree reinforced its brand image as a pet-friendly company that cares about both dogs and their owners.
- Awards: It won a Gold Clio Award, a prestigious advertising award.
Pedigree’s brand image was boosted by the campaign’s creativity and positive message about the human-animal bond.
Impact and Results
There has been an 824% surge in dog adoption inquiries. Additionally, 52% of parents have applied to send their children’s items. As a result of the Pedigree Child Replacement Program, there has been a 16% increase in sales.
Lessons Learned
Humor and a touch of controversy can be effective ways to grab attention in advertising. Emotional connection is a powerful marketing tool. Focusing on a relatable experience (empty nest) resonates with the target audience.
