How Pedigree Petfoods evaluate their advertising spend

The author describes how a major advertiser, Pedigree Petfoods, handles advertising and promotion: how advertising objectives are determined and defined, how the communication of brand values is integrated with product research and production capacity to build profit, and how (in some detail) the company uses various methods to measure the components of advertising effect.

How Pedigree Petfoods Evaluate their Advertising Spend

Laurence Haselhurst Pedigree Petfoods

Pedigree Petfoods have been advertising since the early days of commercial television and we have spent a lot of time and effort assessing the value of that spend using a variety of different methods. This article, rather than concentrating on one particular area of research, summarises our views about the range of techniques that we have tried and are available. Since we have to pay the bills for advertising and balance the books, our views are at least pragmatic.

Most people have heard the Lord Leverhulme quotation ‘I...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands