Pedigree Proves Pets Make People Better with Emotional Global Campaign

We live in incredibly complex times. Twenty-four hours a day, seven days a week, the human race literally races from one activity to the next. But no matter what corner of the world you call home, there’s one friend who can always help us instantaneously reconnect with the simple things in life – whether through a slobbery kiss, a simple tail wag or an excited bark – dogs. And today, our furry friends will take their rightful place in the spotlight as PEDIGREE Brand launches a new global marketing campaign called ‘Feed the Good.’

Created by BBDO, ‘Feed the Good’ is PEDIGREE’s first global campaign in years and is based on the simple, yet universal insight that dogs bring out the good in people as their innocence helps us reconnect with our own. “Studies attest how the companionship of animals transforms and improves people’s lives,” said Leonid Sudakov, Chief Marketing Officer, Global Petcare, Mars, Inc.  “By nourishing the loveable innocence in every dog, PEDIGREE helps feed the good they bring to the world.” 

PEDIGREE will roll out ‘Feed the Good’ creative, as well as other integrated marketing elements beginning in Australia, Brazil, New Zealand and the U.S., with additional markets slated for later in the year and 2016. The global insight will fuel all of the 'Feed the Good’ executions, but the creative content is contextually relevant for the markets where it will be featured.

Above and beyond television, print and online advertisements, the campaign will feature various additional integrated marketing efforts including in-store displays, social media, consumer promotions and public relations. In some markets, like New Zealand, the campaign will be supported with world-class digital solutions developed in collaboration with companies like Google.

The first television commercial in the ‘Feed the Good’ campaign will begin airing on May 4 in Australia. Titled ‘Good Fight,’ (from Clemenger BBDO) the spot opens on several young adults on a street corner who are poised to fight. Just as it’s about to get really heated, one of them notices a loose dog in the middle of a busy street with a despondent owner on the far sidewalk. Suddenly the men forget about their issues and sprint to help protect the dog. The relieved owner joins the two men who saved his dog to thank them – the fight long forgotten.

‘Feed the Good’ launches in Brazil via an online documentary film (from AlmapBBDO) that follows the real-life journey of two ex-cons – Joey and Matt – who each adopt dogs upon their release from prison. The emotional three-minute video, called ‘First Days Out’ profiles all of the good that comes from these unlikely pairs, including new opportunities, blossoming friendships and mended fences. In addition to the documentary, PEDIGREE will release a 30 second television commercial called ‘Dogs World’ in Brazil later in 2015.

PEDIGREE is the world’s largest dog food brand – in fact, the brand is the world’s sixth largest food brand. ‘‘‘Feed the Good’ is just the next chapter in our ongoing, global commitment to make the world a better place for dogs,” added Sudakov.