Pedigree - A new dogma

This campaign re-branded Pedigree dog food, which had lost distinctiveness and was failing to counter the health claims of dry dog food.
Agency: TBWA\LondonAuthors: 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.


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...

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