Background
Pedigree Petfoods is a subsidiary of American group Mars and was founded in 1957 as Chappy in Leicestershire, England, U.K
Brief
To remind people that they don't just provide affordable pet foods but also encourage people to adopt dogs and give them a forever loving home.
Younger people do not consider a shelter adoption as they believe shelter animal are not in good condition.
Insight
Gen Z are into thrifting which is an action of giving a second chance to items due to the affordable prices and being able to find "one-of-a-kind" items even if it is not in the best quality.
Idea
To give a second chance to preloved pets by help changing people's perception to realize the true value of preloved dogs.
How It Works
Pedigree will be collaborating with thrift stores brands and animal shelter to not only have second-hand items but also second-hand shelter dogs available for adoption in actual thrift shop.
Instagram Shop
Instagram shopping feature with thrift store's account to not only have preloved items but also preloved dogs profile for viewing.
Instagram Stories
To feature styles to dress with preloved dogs that can be thrifted at the store.
TikTok
To promote thrift store items and also let people know that adorable shelter dogs are now available for adoption at thrift stores.
Website
Collaborate with thrifting website to have shelter dog profile available for viewing.
