Pedigree Social Media Campaign
About the Company
Pedigree believes that every dog deserves a happy and healthy life. As a trusted name in pet nutrition, they have been dedicated to providing high-quality, nutritious food for dogs for decades. Their mission is simple – to make sure every tail wags with joy and every paw treads with vitality.
Project Outline
I wanted to create a social media campaign for Pedigree called, “Adopt, Don’t Shop”. This is an ongoing movement that encourages people to consider adopting pets from animal shelters or rescue organizations rather than buying them from commercial breeders, pet stores, or online sellers. The phrase emphasizes the idea that there are many animals in shelters or rescues that are in need of loving homes, and adopting them is a compassionate choice.
Made with Adobe Illustrator and Photoshop.
The Process
When designing these social media materials, I noticed the packaging seemed a bit too formal compared to the tone that the company uses throughout their advertising. I decided to create new packaging that would better the tone used already. The line-works create a fun movement throughout the packaging that the eye can rest on compared to just the high contrast of the yellow and blue. Typically, the packaging has an image of dog related to the food being sold. For example, for adult big dogs the package shows a golden retriever. For small dogs, it shows a terrier. By doing this, they are leaving out hundreds of other dog breeds.
To eliminate this restricted marketing, I used a silhouette of the general dog that should be displayed according to dog. Now the customer can image is their dog on the packaging. Its their dog that is shown alongside the healthy, natural ingredients.
