Agency: TBWA\London | Authors: Matt Wyatt and Aileen Ross |
Pedigree – A new dogma
Aileen Ross
This is the story of a campaign that managed to unite a brand and its consumers around a simple human truth. People don't have dogs to feed them, people have dogs to love them. As a result, Pedigree stopped being a dog food company and became a dog lover company.
A GLOBAL BRAND NEEDING TO FIND ITS OWN BARK
Sold on six continents and in over 50 markets, Pedigree is a huge global brand worth $2.1 billion. As well as being the tallest...