Pedigree K9FM

Pedigree has one mission: to make the world a better place for dogs. Talk to any dog owner and that's ultimately what they want too. So when we asked owners what stressed them and their pooch out the most, we got a resounding answer - that heartbreaking, puppy-eyed moment when they had to leave them home alone. While many of them left a TV or radio on for company, we knew we could do better - and K9FM was born. To make sure we really knew our audience, we talked to animal behaviorists and hosted canine focus groups (aka the highlight of my career) to create content that kept our doggy listeners both engaged and relaxed - with an undercurrent of deadpan humor that kept our human listeners happy too. Best of all, we gave owners the opportunity to call in and record personalized on-air shoutouts, reassuring their homebound hounds that they were never really alone. K9FM - Sit. Stay. Enjoy.

Project Roles
Strategist, Content Strategist
Colenso BBDO
Brand Strategy, Creative Strategy, Ethnographic Research, Research, User Behavior Research
Branded Content, Commercials - Radio
Project Industries
Packaged Goods
Pedigree K9FM
Pedigree K9FM