Less than half of dog parents serve wet food due to cost, convenience, or the “ick” factor. So PEDIGREE® created DRIZZLERS™ — a tasty new sauce for dogs. To spread the saucy love, we opened a “pup-up” hot dog stand in Central Park, serving kibble with DRIZZLERS™ for pups and classic dogs for their humans. Because let’s face it — the best part of a hot dog is the sauce, and we think all dogs deserve sauce

To fetch even more attention in culture, we partnered with reality star, dog lover and hot dog connoisseur, West Wilson of Summer House to dish up our paw-some lunches and spread the message to our target audience even further.

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TEASE

To build hype for our saucy dog stand, West posted a collab post with PEDIGREE®, spilling the news of the stand and inspiring fans to drop by with their dogs.

INFLUENCER

The PEDIGREE™ brand also teamed up with New York-based influencers including Meet Cutes NYC and Halley Kate (plus her three adorable dachshunds) to amplify awareness of the product innovation and encourage people to stop by the Central Park hot dog stand.

@meetcutesnyc #ad Odin did such a good job of telling us his story that we needed to add some @Pedigree DRIZZLERS sauce for dogs to his meal. #meetcute #petcute ♬ original sound - Meet Cutes NYC

OWNED SOCIAL

sWAG THAT WILL MAKE THEM WAG

For those who couldn’t make it to the event, we hosted an online sWAG Kit Giveaway, letting dogs across the nation get a taste of the event and

@halleykate had the best time in Central Park stopping by the @Pedigree DRIZZLERS sauce for dogs stand!! My dogs are obsessed! 💓 #ad ♬ original sound - halley

COVERAGE

Weber Shandwick Chicago

Role: Junior Art Director