Mars receives accolades for its Pedigree radio station for NZ dogs

Posted by AFN Staff Writers on 1st July 2015

197980703Mars New Zealand has received industry accolades for its launch of a radio station for dogs, K9FM.

In a marketing campaign for its pet food brand, Pedigree, Mars New Zealand created the station which features classical music, talkies, dog traffic, virtual outings, meditation, affirmation half hours and ‘learning human’.

The campaign was based off research which shows that leaving music or the radio playing when no one is in the house with a dog helps sooth them and gives them a sense of comfort. Music or radio can help hide outside noises that may be distressing to dogs and cause them to bark.

Mars New Zealand along with its creative agency, Colenso, received two ‘Yellow Pencil’ awards and one ‘Black Pencil’ award at the D&AD Pencil Awards for the marketing campaign. The Black Pencil award was given to five entrants amongst 20 000.

Other awards Mars New Zealand and Colenso have won for the radio station include two Silver Lions, a Gold and Grand Prix Spike, a Gold and Grand Prix Axis Award and a Gold Mashie.