Pedigree: Dog Dates – Doing Some Good in Europe

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.

Campaign details

Brand: Pedigree PetfoodsClient: Mars PetcareAgency: AMV BBDO

Pedigree is the biggest pet food brand in the world feeding 75,000,000 dogs worldwide.

Its global success is in part driven by the hugely impactful 'Feed the Good' global brand strategy and platform that we developed in 2015.

But Europe, the brand's most complex and competitive market, was lagging behind the rest of the world in launching and investing in Feed the Good due to a plethora of product priorities it is under pressure to manage and maintain.

Our job was to find a strategy to...

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