Advertiser: Mars Petcare
Brand: Mars Pedigree Adoption Drive
Agency: Colenso BBDO
Country: New Zealand

Objectives

Pedigree's brand purpose is a simple one; to make the world a better place for dogs. They believe that dogs, in their joyful innocence, provide happiness and bring out the best in people. This core belief guides everything Pedigree does; from making dog nutrition products that fuel happy and healthy dogs, to all brand partnerships and initiatives.

To action this belief, Pedigree has three areas of focus.

  1. Produce high-quality, leading nutrition that brings out the best in dogs.
  2. Drive relevant initiatives that make the world a better place for dogs.
  3. Find ways to bring people and dogs together to bring happiness into as many lives as possible.

In 2015 and 2016, Pedigree's annual brand campaign revolved around the second area of focus; initiatives that make the world a better place for dogs. These brand campaigns, as with nearly every campaign dating back to 2013, provided a 4%-6% increase in sales. This sales spike had become predictable, so in 2017 we wanted to create a campaign that drastically disrupted it.

More dog owners is better for business