Effie Worldwide

Pet Care

Animal food, veterinary and boarding services, breeders.




Feed the good

FEED THE GOOD.  In order to compete in a declining category and resist a price war, PEDIGREE needed to build meaning into its brand.  Its “Feed the Good” campaign is based on the simple, yet universal insight that dogs make us better people. “Feed the Good” taps into poignant societal themes, calling attention to the way dogs affect people’s attitudes and behavior for the better, and the role PEDIGREE® plays in feeding a dog’s good nature. With this idea PEDIGREE grew an incredible 4.8% while its competition declined.

  • Brand: Pedigree
  • Client: Mars, Inc.
  • Agency: BBDO New York

Home Delights Launch

Pet parents look for every way possible to show their dogs they love them. But the category hadnt caught up, and the wet category had been declining since 2007. Cesar unlocked the insight that pet parents felt bad feeding their dogs the same kibble daily when their pets wanted foods their owners enjoyed. We built on that insight, telling a story of comfort food for dogs and leveraging human food cues. Setting a best-in-class standard, we surpassed growth goals by 197% and increased sentiment 11x.

  • Brand: Cesar
  • Client: Mars Petcare
  • Agency: BBDO San Francisco

Not in the shape they used to be?

Pet owners see their pets as an outward reflection of themselves. Because of this, they dont want anyone, especially not a pet food company, telling them that their pet is overweight. So how do you get pet owners to accept the fact that their pet could stand to lose a few pounds? The solution was to use humor, capturing the real-life struggles of overweight pets, while posing a simple, yet provocative, question designed to inspire action Not in the shape they used to be?

  • Brand: Hill's Science Diet
  • Client: Hill's Pet Nutrition
  • Agency: Red Fuse Communications
2018_na_2018_e-2590-870_hero_1 Cesar Woman's Best Friend Too
2018_na_2018_e-2605-098_hero_1 Nutro Feed Clean Gives Life To Dying Brand
2017_na_2017_e-1282-955_hero_1 Pedigree Feed the Good


To browse winners in this category from previous years