After introducing ourselves, we we're given the task of looking at their premier wholesale event they produce each year. At present it is called the Pedigree Pets wholseale event. That just wouldn't do, I wanted to create an event that people wanted to attend by raising it's profile. I came up with the name 'Petfest'. Having a name gave Pedigree the ability to change each year but retain brand recognition. The first year was called 'Role reversal', as it visually put buyers right in the frame of what the event was about.