Catapult Wears Halo for Pedigree Campaign

Cause Marketing Forum Gives Gold to USA's Fastest-Growing Agency

WESTPORT, Connecticut, June, 2007 < Catapult Marketing is again golden!

The Westport-based firm, which is also the fastest-growing marketing communications agency in America, won the coveted Gold 2007 Halo Award from the Cause Marketing Forum for its "Pedigree Adoption Drive, Pedigree and numerous dog shelters" program.

The Halo was for Best Environmental/Wildlife Campaign.

Cause Marketing Forum

One of the key factors in the Halo win was the fact that Catapult's Pedigree Adoption Drive leveraged consumers¹ deep emotional connection and bond with their dogs < and all dogs < by demonstrating that more than any other brand, Pedigree shares their values.

What Pedigree sought from Catapult was a new, game-changing way to rebuild its business. The goal was to recapture share for the brand and drive customer retention not by competing on price, but rather by establishing that connection with consumers and retail customers.

Certainly, the cause of supporting pet adoption for all dogs has been supported by other companies in the past. But Catapult created a campaign for Pedigree that made the cause bigger and better < such that Pedigree really owned the issue. Consequently, consumers have become more engaged with the brand. Not only are Pedigree¹s sales up, but it has tied its main rival in market share for the first time in two years. Pedigree has embraced the campaign, and is expanding it as its platform for all future marketing activities.