Article
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Euromonitor Profiles, January 2020
This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.
Case Study
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MMA Smarties, Best in show, X (Global), 2019
Güd, an online dog food brand, increased brand awareness by developing a stray-dog adoption campaign that took advantage of people’s spelling mistakes around dog breeds as a way to drive traffic to a rescue center in Brazil.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Sheba, a cat food brand by Mars Incorporated, replaced its previous earnest, serious campaign tone with something more humorous, which led to Sheba becoming the number one wet cat food brand in Australia and Europe.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Dreamies, the cat food brand, boldly levelled with cat owners in a funny way, which saw it being aired first in Canada and later aired across Western markets.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Pedigree, a petcare brand, launched Dog Dates across the UK and Europe, which matched lonely elderly people with dog owners in the area to get them to go on dog walks and socialise out of the house.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Whiskas, the cat food brand, created a branded content platform to consolidate its position in the UK as the reference in cat care and stand out in a crowded arena.
Case Study
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Case Studies on WARC, Creative Effectiveness Winner, 2019 Spikes Asia
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.
Case Study
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Gaby Huang, WARC Prize for Asian Strategy, Entrant, 2019
International pet food maker Cesar was stagnant in Taiwan and wanted to refresh its brand image and increase penetration in the wet dog food category.
Article
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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.
Case Study
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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.
Article
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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.
News
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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.
Case Study
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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.
Article
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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.
Rankings
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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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
Rankings
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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.
Rankings
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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.
Rankings
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WARC Creative 100, 2019
Contains the creative for the 'Child Replacement Programme' campaign for Pedigree by the agency Colenso BBDO in New Zealand.
Rankings
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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.
Case Study
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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.
Case Study
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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.
Research Paper
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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.
