Pedigree launches ‘Bring Back the Bounce’ campaign

This involves an on-pack feature with extensive media support designed to encourage owners to see a difference in their dogs' mobility through daily feeding of Pedigree Joint Care+ treats over a six week period.

Pedigree Joint Care+ was the first product of its kind to be made widely available through Grocery and Pet Specialist outlets.

Since its launch in February 2007, it has achieved 9% market share and over one in ten dogs have tried the product.

Each soft-chew treat contains CPA Complex, a unique blend of Glucosamine, Omega 3 and Chondroitin, which are all proven to help target the cause of joint stiffness and promote mobility. Fed daily, these tasty treats can really help to give dogs a new lease of life.

Pedigree is the number one brand in the Snacks and Treats (S&Ts) category accounting for 51% market value share.

In the last year, Pedigree has grown by 17% within the S&Ts category through the ongoing development of its category leading innovations like Joint Care+ and the continued strength of its more established sub-brands.

Pedigree Trade Relations Manager Polly Mead explains: “At Pedigree, we are continually striving to develop innovative product ranges to appeal to our market of UK dogs and drive sales for retailers. The demand in the Snacks and Treats sector is continuously growing and the Pedigree 'Bring Back the Bounce' campaign reflects this development. We are very excited about the 'Bring Back the Bounce' campaign which gives consumers an opportunity to see a real difference in their dog's mobility in as little as six weeks, helping to give them a new lease for life. Consumers can visit www.bringbackthebounce.com for more information and to register for the Six Week Challenge.”

Pedigree Joint Care+ has also been awarded the prestigious Petfood Product of the Year 2008 in the UK's largest consumer survey voted for by over 12,000 people.