Pedigree wanted to create awareness of their Pedigree Puppy formula and the nutritious energy it gives small dogs and puppies. Our key insight was that in South Africa, people in townhouses generally have smaller dogs because of the limited space. Knowing this, we placed dog flap decals on the ground floor units of townhouses. However, instead of placing them at the bottom of the door where dog flaps are usually found, we placed them at the top, implying that the dog had the energy to jump that high. We also slipped a sample of the Pedigree Puppy formula under their doors for the dogs to try.
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