Doing good may be a good thing, but it doesn't amount to much if folks don't know about it.
Yet when it came to the dog-walkers of New York's Central Park, it was impossible for them not to get the message. Upon entering a favorite field for dogs to romp, the walkers and their pets saw dozens of dog standing still, all of the same color, yellow.
But as they got closer they could see these were not dogs at all but cutouts.
On each was printed these words: "Wish I was here. But I’m not. Come visit me and other great shelter dogs at the Pedigree Dogstore on 4th and Broadway.”
The dogs were there to promote the dog food company’s long-running adoption drive.
To that end of raising awareness and money for homeless pups, Pedigree had set up a popup retail store in Times Square for two weeks coinciding with the Westminster Kennel Club dog show back in February.
“Once we decided to do the store, we wanted to draw traffic, and Central Park was interested in helping us because they believe in the cause,” says John Anton, marketing director for Pedigree. “So they gave us permission for a day to raise awareness to the store.”
At the actual store Pedigree had adoptable dogs on hand, as well as merchandise with the tagline “Dogs Rule” imprinted. The proceeds all went to the cause.
Other out-of-home elements of the New York campaign included street teams handing out samples and branded T-shirts outside Madison Square Garden, where the dog show was held, and others giving away tennis balls at select dog parks around the city.
