Household & domestic

Mars Petcare innovates for the future of petcare with Kinship

Article • David Tiltman and Anna Hamill, WARC Exclusive, July 2019

Kinship, an investment fund and start-up accelerator owned by Mars Petcare, offers insights into new ways that large companies can innovate with data and direct to consumer business models.

Advance: Pet Talks

Case Study • MIXX Awards, Bronze, Integrated Advertising, 2019

Advance, the specialist pet food brand, launched Pet Talks to reach pet owners in Spain resulting in 15m video views.

Mars’s strategy to achieve gender equality in advertising

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2019

Mars, the food manufacturer, is taking various steps as it seeks to achieve true gender equality in its advertising.

Pedigree takes DentaStix to the next level

News • 20 June 2019

Pedigree is building on the success of the SelfieStix campaign for its DentaStix oral health treat for dogs with the US launch next week of DentaStix Studios, which takes the idea of AR filters for dogs to a new level.

Mars PEDIGREE: SelfieSTIX

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2019

PEDIGREE, a pet food company, raised brand awareness and sales of DentaSTIX with an innovation allowing New Zealand users to take selfies with their dogs – using DentaSTIX and the accompanying SelfieSTIX.

How Mars’ Pedigree dog food climbed from obscurity to creative eminence in six years

Article • Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019

Pedigree, the dog food brand owned by Mars, has become a creative powerhouse through a nuanced, deliberate approach to engaging consumers.

The world's best FMCG campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which FMCG campaigns, along with the agencies that have worked on FMCG campaigns, have performed best over the past year.

Whiskas K.I.T.: How cat content grew up to drive digital growth

Case Study • Diana Lopes, Emily Brydon, WARC Awards, Gold and Long-Term Idea Award, Effective Content Strategy, 2019

Cat-food brand Whiskas used online to evolve its Kitten Kollege UK pilot to a global platform that drove sales and customer engagement.

Sheba: #HypnoCats

Case Study • Kaori Yatsu, Aisha Takashima, WARC Awards, Entrant, Effective Content Strategy, 2019

Cat food brand Sheba launched its first digital campaign in Japan to reverse a declining sales trend and outperform the competition.

Cesar: Twinning

Case Study • Lola Finney-Neves, Emily Brydon, WARC Awards, Entrant, Effective Innovation, 2019

Cesar, the pet care brand, ran an innovative social media campaign that targeted customers across eight markets: US, Russia, Italy, Japan, Canada, Spain, Sweden and Finland.

Behind the Effective 100 Rankings: The Pedigree Child Replacement Programme

Rankings • Colenso BBDO, New Zealand, Rankings Articles, March 2019

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: The Child Replacement Programme

Rankings • WARC Effective 100, 2019

Pedigree, a pet food brand, wanted to disrupt the New Zealand market by creating a space for dogs in Empty Nester families.

Pedigree: SelfieSTIX

Rankings • WARC Creative 100, 2019

Pedigree, the pet food brand, transformed its treat product into a positive every day purchase in New Zealand through a campaign that created a mobile accessory and app that appealed to both pets and their owners.

Pedigree: The Child Replacement Programme

Rankings • WARC Creative 100, 2019

Contains the creative for the 'Child Replacement Programme' campaign for Pedigree by the agency Colenso BBDO in New Zealand.

How Whiskas made cat content grow up to drive digital growth

Case Study • YouTube Works for Brands, UK, Best long term effectiveness, 2019

Whiskas, the pet care brand, proved that brand-building educational content can also lead to sales in the UK, Russia and Germany as it resulted in an ROI of 3.2:1.

Güd: Millennial Dogs

Case Study • MMA Smarties, Best in show, LATAM, 2018

Güd, a dog food brand, achieved 67 million impressions on social media, raising awareness of the brand in Brazil.

Smart Data Works: Delivering ideas for product improvement and shopper understanding

Research Paper • Nikolai Reynolds, Stefan Maas and Robert Wiggall, ESOMAR, Fusion, 2018

Mars Petcare, a pet food and animal care brand, cut through non-relevant data to better understand its shoppers' needs in the UK.

The megabrands: The top 100 FMCG brands worldwide

Article • Euromonitor Strategy Briefings, October 2018

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.

Mars Petcare México: Adoptafest - The biggest adoption event in Mexico

Case Study • SABRE Awards, Gold, LATAM, Consumer Products/Services, 2018

Pedigree, a pet food brand, launched Adoptafest in Mexico to encourage the public to adopt a dog through a digital activation and influencer outreach.

MARS NZ: Pedigree SelfieSTIX

Case Study • Direct Marketing Association - US, Gold, 2018

Pedigree, a pet food company, raised brand awareness and sales of DentaSTIX with an innovation allowing New Zealand users to take selfies with their dogs – using DentaSTIX and the accompanying SelfieSTIX.

My MAH Vet Offers

Case Study • MMA Smarties, Silver, North America, 2018

Merck Animal Health, an animal health company, launched an app for both vet clinics and pet owners to manage their coupons and rebates, which led to more sales of its flea and tick medication, Bravecto.

Nestlé SA (Household and domestic)

Article • Euromonitor Profiles, July 2018

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

Mars calls on brands to support wildlife projects

News • 25 June 2018

GLOBAL: Mars, the multinational food group and one of the biggest advertisers in the world, is calling on other brands to join it in a global initiative aimed at funding animal welfare and conservation projects.

Pedigree Child Replacement Programme

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2018

Pedigree, a pet food brand, increased its sales and dog adoptions by creating the Pedigree Child Replacement Programme, which targeted the parents of children who have left their home in New Zealand.

Central Veterinary Clinic: Pooh – The Bionic Cat

Case Study • SABRE Awards, Gold Sabre Award For Healthcare Providers, EMEA, 2018

Central Veterinary Clinic, the biggest vet hospital in Bulgaria, and Let's Adopt Bulgaria, an animal charity, launched a campaign to raise public awareness about how we treat pets.