David Blecken
Jul 28, 2008

Pedigree launches loyalty programme for Australian puppy owners

SYDNEY - Mars has unveiled an online marketing programme for its Pedigree pet food brand to build loyalty among dog owners in Australia.

Pedigree launches loyalty programme for Australian puppy owners

Developed in conjunction with WhybinTBWATequila, puppy.com.au offers users educational content, along with the option of creating an individual page detailing the development of their puppy to a fully-grown dog.

Members receive email messages designed to coincide with important stages of a puppy’s life. These provide advice on the administration of tablets, neutering, training and general activities.

The campaign is based on the premise that the process of raising a puppy is similar to that of bringing up a child. Pedigree will also send personalised birthday cards as part of the ongoing member loyalty programme.

Other pet food brands in Mars’ portfolio include Pal, Whiskas and Kitekat.

Source:
Campaign Asia
Tags

Related Articles

Just Published

2 hours ago

John Wren: ‘Calculated risk makes you stronger’

Ahead of Cannes Lions, the chief executives of the 'big six' holding companies and senior leaders give their views on a range of topics relating to creativity and business. Today, it’s the turn of Omnicom’s John Wren.

3 hours ago

Agency Report Card 2024: MullenLowe

In 2024, MullenLowe weathered the loss of significant Unilever business by securing new clients, yet still faces challenges in regional cohesion, despite pockets of creative success.

5 hours ago

RGA appoints Melissa Jackson Parsey as global chief ...

Position has been vacant for more than a year after Tom Morton's departure.

23 hours ago

Agency Report Card 2024: Mindshare

Mindshare faced significant setbacks in APAC in 2024, losing nearly a billion dollars in client business and falling out of Campaign's top 20 rankings, highlighting the need for strategic renewal.