Client: Pedigree
Creative: Kara Grey, Natalie Cheng
Brief: Create a web destination that embraces the Pedigree Puppy brand edict/ethos, “We’re for dogs and that means puppies too,” giving puppy parents all the tools necessary to raise their puppy and be there with them to celebrate all the key moments on their pup’s journey to dog-hood.

Puppy.com.au offers practical health and training videos, and tools such as an interactive puppy matchmaker to find your right puppy breed; as well as a Google Maps interface to find all the dog-friendly Australian parks you could ever want to go walkies.

At the heart of the site is a comprehensive lifecycle marketing program that offers members a free personalized puppy profile webspace with weekly content newsletters delivered to impart key tips and info relevant to the puppy’s life stage development. The 12 month program, coupled with free access to the health and training video series, sits at the centre of Brand Utility. It provides members with an incredibly valuable online resource to assist in raising their puppy while also building an ongoing relationship with the Pedigree Brand.