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Pedigree
Feed the good

RAN IN: United States, Australia, Russia, Brazil, Mexico, Thailand

CLIENT
Mars Petcare Global

Leonid Sudakov (CMO)
Dave Griffin (Global Brand Director, Pedigree)

AGENCY
BBDO New York *Lead Agency

Sally Nathans (SVP, Senior Account Director)
Annemarie Norris (SVP, Group Director, Behavioral Planning)
Greg Ketchum (EVP, Executive Creative Director)
Tom Godici (EVP, Executive Creative Director)
Crystal Rix (Chief Strategy Officer)
Carmen Vasile (Global Account Lead, Mars Petcare)
Herve Hannequin (Global Planning Director)


BBDO Moscow


Clemenger BBDO


Almap BBDO


Mediacom Global

Stefanie Hartstern (Managing Partner)


SUMMARY

PEDIGREE needed to unite markets worldwide under one big idea, simplifying category complexity and protecting it from a battle around functionality or price.  Feed the good is based on a simple yet universal insight: dogs make us better people. The work taps into poignant societal and personal themes, the way dogs affect people for the better, and how PEDIGREE helps to feed their good nature. Across six markets where Feed the good has launched, we are seeing an average of 7% increase in sales three months post-launch versus year ago.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);EVENTS;GUERILLA;Sampling/Trial;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;MOBILE/TABLET;Display Ad (Mobile/Tablet);Messaging/Editorial/Content;OOH;Billboard;Transit;PR;PRINT;Magazine - Digital;Magazine - Print;RETAIL EXPERIENCE;In-store Merchandizing;POP;SOCIAL MEDIA;SPONSORSHIP;TV;Interactive TV/Video on Demand;Spots (TV)

Audience: All Dog Owners

Type: Business to Consumer

Classification: Multinational

Language: English