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Pedigree: A force for good

Case Study • Jay Chiat Awards, Silver, Global Strategy, 2021

Pedigree, a dog food brand, put brand purpose at the heart of its business with its global campaign to facilitate dog adoption.

Mars Petcare: Elevating good hygiene and responsible pet ownership to protect during COVID-19

Case Study • SABRE Awards, EMEA, Gold, 2021

Mars Petcare, a pet food brand, tackled the wave of misinformation around caring for pets in the UK.

Colgate-Palmolive Co (Petcare)

Article • Euromonitor Advertiser Profiles, July 2021

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive.

Sheba: 4am stories

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

SHEBA, a cat food brand, created a customer experience to earn trust and attract attention.

Whiskas: The new sound for meat

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Whiskas, a cat food brand, launched its premium cat food collection in Russia.

Whiskas: Bring Home Curiosity

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Whiskas, a cat food brand, launched a campaign in India to encourage cat adoption.

Pedigree: Feed The Stray

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Pedigree, a pet food brand, launched a campaign in India to feed stray dogs during the Covid-19 pandemic when they were most likely to experience neglect.

World market for pet care

Article • Euromonitor , Research on WARC, June 2021

The global pet care market is expected to increase in 2021, as the trend of bonding with companion animals during lockdown will persist.

Whiskas

Case Study • MMA Smarties, Bronze, MENA, 2020

Whiskas, a cat food brand, launched an interactive mobile campaign to gather data about consumers in the UAE.

Banfield Pet Hospital: 1 in 6 is One Too Many, Banfield Addresses High Rate of Veterinary Suicides

Case Study • SABRE Awards, Gold, North America, 2021

Banfield Pet Hospital, a private company that operates veterinary clinics, promoted its new training program to help support veterinarians and their mental health in the US through a PR launch event and free online resources.

Petco: Stop the Shock – Petco Ends the Sale of Electronic “Shock” Collars

Case Study • SABRE Awards, Gold, North America, 2021

Petco, a pet retailer, launched its campaign Stop the Shock to raise awareness among US pet owners of the detrimental effects that electric shock collars can have on their pets.

Our pets as the perfect “wellness” partners to boost personal health and brand wealth

Article • Susan Coles, WARC Exclusive, Spotlight Australia, April 2021

Companion animal health is a growing sector in Australia and provides a lucrative opportunity for brands to innovate within or connect to, says Ogilvy’s Susan Coles.

Royal Canin: Puppy Pre-Show AKC National Championship Dog Show

Case Study • SABRE Awards, IN2, North America, Best in Sponsorships, 2021

Royal Canin, a pet food brand, launched a virtual puppy show event to connect with a younger audience.

Lallemand Animal Nutrition: Bringing the Lallemand Brands Together - and to Life

Case Study • SABRE Awards, IN2, North America, Best in Identity Branding, 2021

Lallemand Animal Nutrition, a company that produces microbial strains for animal nutrition, created a unifying brand image, with a focus on performance.

Stallergenes Greer: Extending STAGR's Unsurpassed Service Model with a Robust Digital Ecosystem

Case Study • SABRE Awards, IN2, North America, Best in Digital Brand Platforms, 2021

Stallergenes Greer, an allergy immunotherapy manufacturer, launched an ecosystem of immersive resources and educational CRM programs in the USA.

Mars Inc (Household and domestic)

Article • Euromonitor Advertiser Profiles, January 2021

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Pets at Home: Very Important Pets Club

Case Study • DMA (UK), Bronze, 2020

Pets at Home, a pet supplies retailer, increased awareness and uptake of its VIP app by relaunching with personalised communications to offer education and humour.

Nestle SA (pet care)

Article • Euromonitor Advertiser Profiles, January 2021

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA in the pet care sector.

Meow Mix: Meow Mix Remix

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Meow Mix, a cat food brand, improved brand saliency and sales with its light-hearted Meow Mix Remix campaign.

Petco: BuzzFeed + Petco Nutrition

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Petco, a pet supplies brand, educated pet 'parents' on the crucial role that nutrition plays in helping maintain their pets' health and wellbeing in the USA.

Whiskas KIT: How cat content grew up to drive digital growth

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Whiskas, a cat food brand, created a branded content platform to consolidate its position in the UK as the preference in cat care and stand out in a crowded arena.

Life after lockdown: The new normal on YouTube

Article • Research on WARC, September 2020

The collective experience of lockdown inspired people to look for attainable authenticity and focus on productive entertainment.

Cesar Twinning: Putting dog food into Vogue

Case Study • Marketing Society, The Brave Awards, Highly Commended, 2020

Cesar, a dog food brand, launched matching sweaters for dog owners and their furry best friends in the US to create earned media and to increase sales.

Lockdown highlights failures in digital transformation

News • 06 July 2020

More than three months after lockdown sparked a rush to work from home, a trickle of people are returning to offices, and businesses are having to again consider their working practices; at Mars it’s all about ground-up transformation.

For Mars, COVID highlights the need for ‘ground-up’ digital transformation

Article • Brian Carruthers, Event Reports, Digital Transformation Conference, June 2020

Discusses the need to understand the behaviours that make digital transformations successful.

Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Unilever’s global framework for post-pandemic marketing

Article • 샘 페나 테일러, Event Reports, Lions Live, June 2021

FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.
What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.
Life after lockdown: The new normal on YouTube

Article • Research on WARC, September 2020

The collective experience of lockdown inspired people to look for attainable authenticity and focus on productive entertainment.
How to win in retail 5.0

Article • WARC Exclusive, October 2020

Ascential’s Generational Retail Development Framework (GRDF) identifies five generations of retail and assesses how CPG brands can succeed in the fifth-generation model which is set to gain traction in the near future.