Pedigree Ranchos Social Campaign
A social campaign for the launch of Pedigree Ranchos leveraging UGC and a bespoke music track.
The objectives
Drive awareness & consideration of Pedigree Ranchos
Make Pedigree Ranchos consumers‘ treats of choice
Develop one creative platform to support the Ranchos range
The concept
When dogs smell their favourite treats it makes them wag their tail in anticipation.
But when dogs smell the intense and mouth-watering meaty smell of Pedigree Ranchos they break into enthusiastic tippy taps, speedy spins or even giant leaps of excitement - they #MoveToTheTreat.
The strategy
Leverage UGC to create entertaining social first videos that showcase dogs’ excitable reactions to their favourite treats, while promoting Ranchos.
Collaborate with a music producer to create a bespoke “#MoveToTheTreat” song that can be used by other Instagram and TikTok users.
Invite the public to share their dog’s own #MoveToTheTreat videos using the hashtag and song.
