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Using this universal insight, in 2015 we launched PEDIGREE®’s new campaign with a clear sense of purpose:

PEDIGREE® feeds the good dogs bring to the world. Feed the good.

The work taps into poignant societal and personal themes, calling attention to the ways dogs affect people’s attitudes and behavior for the better, and the role PEDIGREE® plays in feeding a dog’s good nature. After all, it takes good food to fuel, support and spark all we love in dogs.

“Feed the good” allows the markets to tap into unique and meaningful themes in culture and the human experience around how dogs are good for us, while driving one emotional story for PEDIGREE®, across any medium.

Finally, this clarity of purpose helped us double down on dog adoption, a cause that PEDIGREE® has long supported, as getting more dogs in more homes creates more good everywhere—for people and for dogs.

We believed that a dog’s love held unique power and that if we could understand our love for dogs we would find a way to convince people to feed them good food.

SCIENTIFIC TRUTH

Working with Mars’ WALTHAM Centre for Pet Nutrition, we discovered the hard science behind why dogs matter. Dogs impact not just our physical health, but our psychological health and social health—in profound and truly unexpected ways (everything from reducing blood pressure to building community).

CONSUMER TRUTH

That said, no one gets or loves a dog to prevent a heart attack. People talk about how dogs bring them unconditional love. Dogs live in the moment, are spontaneous, exuberant, and find joy in the everyday. Dogs are a constant reminder of the way so many of us would like to live.

We called this quality “innocence”.

CULTURAL TRUTH

As the world becomes faster, more complex and, frankly, scarier, we all need to reconnect with the simple things that make us feel safe and innocent again – and dogs do precisely that. That’s why they mean so much to us.

UNIVERSAL INSIGHT

Dogs are good for people because their innocence helps us reconnect with our own.

Feed the good is live in more than 50 markets, uniting and elevating PEDIGREE®’s purpose around the world, to much success.

PEDIGREE® was recognized as the #3 most creatively awarded brand and the #6 most effective brand in the world by WARC this year, making us #5 in their “Best of the Best” list.

Our work has had a profound cultural impact – everything from being featured on national news during the US Presidential Election to opening a nation’s eyes to the lack of employment options for people with Down syndrome.

And since launch, PEDIGREE® has grown significantly, with a 12% increase in absolute growth pre- versus post-launch.

Finally, “Feed the good” has increased the sales effectiveness of communications from 56% prior to launch to 78% today—meaning that we’re getting a significantly better return for every dollar spent, airing the most measureably effective work in the history of the brand.