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.
Client: Mars, Inc.
Agency: BBDO New York
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