In the 2019 WARC Creative 100 rankings, Pedigree Pet Foods was the surprise number-three performing brand in the world, edged out by Nike and Burger King, the top global performer.
The canine-friendly subsidiary of Mars, Inc. also scored top-of-the-charts numbers within its own brand universe. A spot created by BBDO for Mars Petcare US…
… was the highest sales-generating ad across all of Mars Inc., with “the highest return on investment of any of our brands in any segment,” reported Melodie Bolin, senior marketing director for the organization’s dry dog-food portfolio.
“We were able to find a way to connect the idea of our brand – the purpose of it – with a super-relevant media platform,” Bolin told delegates at the Association of National Advertisers’ (ANA) 2019 Brand Masters Conference.