Case Studies

Reading with dogs? Woof!

Pedigree, a Mars company

For young kids, one of the biggest challenges when learning to read is the anxiety that comes from stumbling over words or making mistakes in front of people. Grounded in multiple studies from the University of Lincoln, Pedigree’s Dogphonics books have been crafted to help pave the way for greater reading confidence by encouraging budding bookworms to read to their dogs. 

The Pedigree Dogphonics books consists of five books that are carefully crafted stories by authors Levi Slavin and Rob Graves, for reading ages six through to nine. 

Porter Novelli’s strategy to launch the books was to ensure that this didn’t just look like a marketing exercise, but a genuine attempt to support young children’s reading abilities. To do this we enlisted the support of a third-party endorsement from a recognised expert in child psychology – Dr Emma Woodward – to front the launch and add legitimacy to the science of storytelling. 


  • Our efforts to put data and science at the heart of this launch, combined with clever use of a few very cute dogs, resulted in a five-minute launch segment on primetime TV news platform, The Project, as well as a raft of family media here and internationally.
  • This project won an internal award for creativity at Cannes Lions.