From purebred winners to rescue dog dinners. How re-inventing its approach to advocacy helped Pedigree re-invigorate its business
Principal authors: Louise Nolder and Ila De Mello Kamath, AMV BBDOContributing authors: Louise Cook, Holmes & Cook; Verity Williams and Charlie Nelson, AMV BBDO; Ana Mihajlovic, Nielsen; Nicola Davies, Naked; Emma Martin, ZenithOptimedia
This is the story of how a brand steeped in 'old world' advocacy (where 'Top Breeders Recommended It') achieved renewed success by finding a new, 21st century route into recommendation by partnering with dog rescue experts.
Through helping feed and support vulnerable dogs, Pedigree's...