Pedigree: Feed the Good

This case study describes how Pedigree, the Mars-owned US pet-food brand, tapped into smart scientific enquiry to understand why dogs are so special and what difference they make in people's lives.

Pedigree: Feed the Good

Agencies: BBDO New York / AMV BBDO / Clemenger BBDO / Almap BBDO / BBDO Moscow / BBDO Thailand

Summary

This is the story of how Pedigree uncovered an insight with truly transformative potential that reclaimed the emotional high ground of its category and united its markets around the world under one powerful global campaign that drove the business.

Tapping into archetypes and cutting-edge scientific research from the Waltham Center for Pet Nutrition, it is also the story of how smart strategic inquiry dug deep to understand exactly why dogs are so special to us...

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