Pedigree: Making the brand a dog's best friend

Pedigree is part of global food manufacturer Mars. In the UK, it wanted to demonstrate that love of dogs is at the heart of the brand by backing up its beliefs with action.

Pedigree: Making the brand a dog's best friend

SNAPSHOT

A thoughtful and heart-warming campaign put Pedigree at the forefront of helping homeless dogs.

KEY INSIGHTS

  • Love of dogs is at the heart of the Pedigree brand so it had to be integral to its marketing strategy.

  • The resulting corporate social responsibility (CSR) campaign which focused on helping homeless dogs was a perfect fit for the brand's promise.

  • Not only did it help dogs find homes, but it brought consumer attention to the problem and had huge impact on brand perception.

SUMMARY

Pedigree is part of global food manufacturer Mars. In...

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Insights Team
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