2009 GOLD

PET CARE

ECHO

PEDIGREE, MARS PET CARE

John Anton, Mktg. Dir.
Debra Crew, CMO

TBWA\CHIAT\DAY

Lee Clow, Chrmn.-CCO
Chris Adams, Creative Dir.
Margaret Keene, Creative Dir.
Richard Turner, Group Acct. Dir.
Carisa Bianchi, Pres.
Rudi Anthony, Sr. Planner
Julie Liss, Dir. of Acct. Planning
Ruth Amir, Group Head Planning Dir.

MEDIAVEST

In 2007, a massive recall hit the pet food industry. Consumer confidence was shaken and brand behavior shifted. While Pedigree wasn't recalled, the aftermath affected everyone. Competition aggressively tried to win back customers via heavy advertising and couponing. Pedigree stayed the course adopted in 2005 -owning the emotional high ground and demonstrating that the brand came from a company of dog lovers. Nothing demonstrated that love better than the Pedigree Adoption Drive. Consumers responded with their hearts and wallets.