Pedigree DentaSTIX sits in a saturated, fast-growing treats & care market, where brand loyalty continues to decline.

Often considered an incremental purchase and a ‘functional’ treating product, we needed to find a PR-friendly way to encourage customers to pick up the Pedigree’s DentaSTIX product over competitors, shifting perception of DentaSTIX to a ‘positive’ treating product.

The brief was to create a value-add; to create meaningful moments between dogs and their owners; to drive repeat purchase of the DentaSTIX product.