Campaign details

Brand: Pedigree Petfoods
Client: Mars Petcare
Agency: AMV BBDO

Pedigree is the biggest pet food brand in the world feeding 75,000,000 dogs worldwide.

Its global success is in part driven by the hugely impactful 'Feed the Good' global brand strategy and platform that we developed in 2015.

But Europe, the brand's most complex and competitive market, was lagging behind the rest of the world in launching and investing in Feed the Good due to a plethora of product priorities it is under pressure to manage and maintain.

Our job was to find a strategy to inspire the European clients to move investment out of product comms and into Feed the Good brand comms that would earn attention by helping to solve a tension in culture.

We did this by developing a strategy and creating an idea that matters to everyone and inspires emotion and action in all, including the clients.

Dog Dates tackled loneliness in older adults through providing a lifeline back into the community through dogs - because dogs are a conversation waiting to happen.