Lucky Dog

The Challenge:
Purina wanted to increase sales with their largest demographic, families.

The Solution:
Based on demographic research we decided to develop a sales promotion which had a high perceived chance to win, around a topic we knew would engage the target audience on an emotional and brand level. This incentive needed to work in store, within proximity to the store and across out of store media.

The Idea:
We partnered with Big 4 family holiday parks to reward ‘fur families’ by giving them the opportunity to take their dog on the family holiday.