Behind the Effective 100 Rankings: The Pedigree Child Replacement Programme

Colenso BBDO, New Zealand

Pedigree's Child Replacement Programme, ranked fifth in this year’s Effective 100, ensured that Pedigree put as many dogs in homes as possible by taking a humorous approach to its communications in New Zealand.

Pedigree’s brand purpose is a simple one; to make the world a better place for dogs. They believe that dogs, in their joyful innocence, provide happiness and bring out the best in people. This core belief drives everything that Pedigree does; from making dog nutrition products that ‘Feed the Good’ in happy and healthy dogs, through to all brand partnerships and initiatives.

The simplicity of this purpose liberates the brand from the usual rounds of gimmicky dog ads. It’s at the heart of everything that Pedigree do. As such, Pedigree has three global areas of focus:

  1. Produce high-quality, leading nutrition...

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