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1. YOUNG MARKETERS 4
ELITE DEVELOPMENT PROGRAM
Nguyen Thi Thanh An
Foreign Trade University HCMC
PEDIGREE
THE MARKETING COMMUNICATION CAMPAIGN

2. TARGET AUDIENCE
• Gender: Male
• Age: 25 – 35
• Family: Married, Dad in home, had/ going to
have kids
• Live in urban
• Love and care about their own kids’
development, spend time playing with kids
• Raising dog but still eat dog meat, neutral
attitude towards eating dog meat.

3. I think eating dog meat is just as eating
pork, chicken„ Vietnamese have eaten
it a long time ago
I don’t think so much about that„ I eat
sometimes because dog meat is delicious
and nutritious in cold weather and enjoyable
to eat with friends
Does this affect anyone else?
It does no harm to me as
well
CURRENT RESPONSE
…
INSIGHT
I can’t eat dog any more knowing that what I’m eating is my kid’s friend.
I don’t want to hurt my kids’ feeling and become bad parent in their eyes.
All I want is to give them a happy grow - up
BRANDROLE
Pedigree develops a happy environment for the growth of the next generation
by taking good care of dog – the child’s good friend

4. WHY DADDY
EAT MY FRIENDS?
THE
BIG IDEA

5. Awake Inspire & Engage
OJECTIVE
KEY HOOK
SUPPORTING
TACTICS
KEY
MESSAGE
Show them kids’ thought and feeling
towards Dad eats dog to AWAKE them
that their habit of eating dog meat can
hurt kids’ feeling and make them become
bad parent in kids’ eyes.
Pedigree creates chances for Dad to give their reply to
their kids that Dad will not hesitate to take action for kids
and kids’ Doggy friends.
KIDS’VOICE IN EATING DOG MEAT IS
SENT TO DADS:
“All dogs are friends. They are so cute to
play with. I love them so much. It is bad if
Dad eats dog meat.”
A viral clip interviews Dads and their kids
who have raised dogs in home about
eating dog
Meat issue.
News:“Young girl cries wholeheartedly
and going depressing knowing his Dad
eats dog meat.”
“What your kids think about eating
dog meat”
“The touching story of young boy
Minh and his doggy.”
PR, Social Media, Billboard
DADS’ REPLY TO KIDS:
“Because of you, Dad can do it.”
A viral campaign for Dads to give their response
messages to their kids. Dad will take the challenge giving
up eating meat dog by saying “Vì con ba sẽ bỏ ăn thịt
chó” with a power hand sign to show their sprite.
TV: Pedigree rents a minute after the reality show “Bố ơi
mình đi đâu thế” and invite 4 Dads of the show: Hoang
Bach, Phan Anh, Tran Luc, Minh Khang giving the
messages to kick off the campaign.
Digital: Pedigree spreads the campaign in digital. Dad
will upload a status with an image of himself making a
promise with a power hand sign and the hash tag
#Vìconbasẽbỏănthịtchó#Icandoit#Pedigree.
The participants will receive presents form Pedigree
(Voucher/ Pedigree product„).
Influencers, PR, Social Media

6. A VIRAL INTERVIEW CLIP: Several dads and kids who have raised dogs in home will be invited to the
in - door interview about eating dog meat issue:
DADS INTERVIEW KIDS INTERVIEW
Ask: What do you think of eating dog meat?
Do you eat dog meat?
Answer:
- I don’t think so much about that„ I eat
sometimes because dog meat is delicious
and nutritious in cold weather and
enjoyable to eat with friends.
- I think eating dog meat is just as eating
pork, chicken„ Vietnamese have eaten it
a long time ago.
- Does this affect anyone else?
- It does no harm to me as well.
Ask: What are your favorite pets?
Answer: Dog/ cat„
Ask: Why?
Answer:
- Because it is so cute, it has a long tail and
smoothie fur and warm body to hug.
- I usually play with my dog Đốm at home,
he loves meeting new people, loves
going new places with me and protects
me.
- Because they are kids’ best friends, we
love each other„
Ask: What do you think about adults who
eat dog meat?
Answer:
- It is ugly to do that
- I hate that because it’s bad guys
- Why adults eat our friends?
OBJECTIVES: Show them kids’ thought and feeling towards Dad eats dog to AWAKE them that their
habit of eating dog meat can hurt kids’ feeling and make them become bad parent in kids’ eyes.
KIDS’VOICE IN EATING DOG MEAT IS SENT TO DADS:
“All dogs are friends. They are so cute to play with. I love them so much. It is bad if Dad eats dog
meat.”
PHASE 1 - KIDS’ VOICE - Viral clip

7. PHASE 1 - KIDS’ VOICE - Print Ads
Please help
my friend
I miss my
doggy…
OBJECTIVES: Show them kids’ thought and feeling towards Dad
eats dog to AWAKE them that their habit of eating dog meat
can hurt kids’ feeling and make them become bad parent in
kids’ eyes.
KIDS’VOICE IN EATING DOG MEAT IS SENT TO DADS:
“All dogs are friends. They are so cute to play with. I love them
so much. It is bad if Dad eats dog meat.”

8. PHASE 2 - DADS’ RESPONSE – Viral campaign
OBJECTIVES: Pedigree creates chances for Dad to give their reply to kids that Dad will not hesitate to take
action for kids and kids’ Doggy friends.
DADS’ REPLY TO KIDS:
“Because of you, Dad can do it.”
KEY ACTIVITY:
A viral campaign for Dads to give their response messages to their kids. Dad will take the challenge giving
up eating meat dog by saying “Vì con ba sẽ bỏ ăn thịt chó” with a power hand sign to show their sprite.
TV: Pedigree rents a minute after the reality show “Bố ơi mình đi đâu thế” and
invite 4 Dads of the show: Hoang Bach, Phan Anh, Tran Luc, Minh Khang giving
the messages with a power hand sign to kick off the campaign.
Digital: Pedigree spreads the campaign in digital. Dad will upload a status with
an image of himself making a promise with a power hand sign and the hash
tag #Vìconbasẽbỏănthịtchó#Icandoit#Pedigree.
The participants will receive presents form Pedigree (Voucher/ Pedigree
product„).

9. THANK YOU