Campaign Direct Awards 2007: Best Drinks, Grocery and Household Campaign

Project: Slobber Cloth
Agency: Joshua G2
Creative directors: Rod Clausen, Christian Clark
Art director: Andy Kelleher
Copywriter: Lyndsay McMorrow
Account director: Harriet Jarvis
Client: Masterfoods/Pedigree

Joshua G2 came up with the intriguing Slobber Cloth in response to Pedigree's brief to help it launch Pedigree Complete, a dry dog food that dogs will enjoy as much as canned.

The result certainly delivered cut-through - the Slobber Cloth was positioned a s a new pet accessory to help dog owners cope with the inevitable drooling and excitement caused by Pedigree Complete. Along with the eyecatching cloth, the pack carried the "mouthwateringly meaty" message, informing recipients that as well as being tasty, Pedigree Complete provides all the nutrients a dog needs to be healthy. The results provoked improved redemption rates and the return on investment is forecast to be £16 for every pound spent, over a year.