Pedigree launches Feed the Good global marketing campaign

Pedigree Brand has launched a new global marketing campaign called Feed the Good.
Created by BBDO, Feed the Good is Pedigree’s first global campaign in years and is based on the simple, yet universal insight that dogs bring out the good in people as their innocence helps us reconnect with our own.
"Studies attest how the companionship of animals transforms and improves people's lives," said Leonid Sudakov, chief marketing officer, global petcare, Mars Inc.  "By nourishing the loveable innocence in every dog, Pedigree helps feed the good they bring to the world."
Pedigree will roll out Feed the Good creative, as well as other integrated marketing elements beginning in Australia, Brazil, New Zealand and the US, with additional markets slated for later in 2015 and 2016. The global insight will fuel all of the Feed the Good executions, but the creative content is contextually relevant for the markets where it will be featured.
Above and beyond television, print and online advertisements, the campaign will feature various additional integrated marketing efforts including in-store displays, social media, consumer promotions and public relations. In some markets, like New Zealand, the campaign will be supported with world-class digital solutions developed in collaboration with companies like Google.
A 'Good Fight' in Australia
The first television commercial in the Feed the Good campaign began airing on May 4 in Australia. Titled “Good Fight,” the spot opens on several young adults on a street corner who are poised to fight. Just as it's about to get really heated, one of them notices a loose dog in the middle of a busy street with a despondent owner on the far sidewalk. Suddenly the men forget about their issues and sprint to help protect the dog. The relieved owner joins the two men who saved his dog to thank them – the fight long forgotten.
'First Days Out' in Brazil
Feed the Good launches in Brazil via an online documentary film that follows the real-life journey of two ex-cons – Joey and Matt – who each adopt dogs upon their release from prison. The emotional three-minute video, called “First Days Out” profiles all of the good that comes from these unlikely pairs, including new opportunities, blossoming friendships and mended fences. In addition to the documentary, Pedigree will release a 30-second television commercial called “Dogs World” in Brazil later in 2015.

Miranda Lambert, Pedigree partner to support pet adoption

On Nov. 3, 2014, country singer Miranda Lambert joined Pedigree at the company's Pet Adoption Suite to help support the adoption of shelter dogs.
Attendees at the event learned about the "See what good food can do" campaign and watched behind-the-scenes footage from Lambert's documentary-style short film about helping to improve a local shelter. Adoptable dogs from shelter partner Metro Animal Care and Control were on-site to show the importance of finding forever homes for shelter dogs everywhere.

Pedigree Feeding Project names two newest cities to receive free petfood

Pedigree petfood brand named Erie, Pennsylvania, USA, and Detroit/ Flint, Michigan, USA, as the newest communities to participate in the Pedigree Feeding Project – a program that supplies shelters with 100 percent of their core dog food needs at no cost.
Pedigree began the search for two new communities in January, asking dog lovers to visit the brand's Facebook page to nominate a community or shelter. Two winners were voted on among five finalists announced by Miranda Lambert in March. Along with Erie and Detroit/Flint, the Pedigree Feeding Project also feeds Nashville, Tennessee, USA, and Chicago, Illinois, USA. 

PEDIGREE Feeding Project searching for shelters in US communities

Pet food manufacturer PEDIGREE Brand is partnering with Grammy award-winning country singer Miranda Lambert to kick-off a nationwide US search for the next communities to benefit from The PEDIGREE Feeding Project initiative, which supplies participating shelters with 100 percent of their core dog food needs for free.
The PEDIGREE Feed Project initiative first began in 2012 in Nashville, Tennessee, USA, and Chicago, Illinois, USA, to provide dog food to shelters so that the shelters can focus more on finding homes for their animals.
Lambert, who owns six adopted dogs, and the PEDIGREE Brand encourage others to get involved with the initiative by visiting Facebook.com/Pedigree to nominate the community where they think The PEDIGREE Feeding Project can most make a difference for shelter dogs. In March, the names of five communities that have been selected as finalists in the search will be announced. Americans can then vote to determine the next communities to participate and the winners will be announced in mid-2013. 

Pedigree Feeding Project provides dog food to shelters

Pedigree brand dog food launched the Pedigree Feeding Project, an initiative that supplies participating shelters with free dog food to help dogs find loving homes.
The Pedigree Feeding Project is beginning in Nashville, Tennessee, USA, and Chicago, Illinois, USA. The company's video, "Forever Home," looks at how the Nashville Humane Association is benefiting from the Pedigree Feeding Project and features dogs who found their "forever home."

Pedigree, 'Annie' initiative to raise money for shelter dogs

Pedigree dog food brand has launched the "See the Show, Help a Dog" initiative in partnership with the Broadway production of "Annie The Musical" to help shelter dogs find loving homes.
From now through December 31, 2013, Pedigree brand will make a donation to Pedigree Foundation for each "Annie" ticket sold, up to US$1,000,000. All proceeds from limited-edition "Annie" Pedigree merchandise, available online beginning in October, will also go to benefit the Pedigree Foundation.
In the musical "Annie," Sandy, orphan Annie's loyal dog, will be played by Sunny, a dog rescued from a shelter in Houston, Texas, USA. The understudy for Sandy, a dog named Casey, was also rescued from a Pedigree brand-sponsored shelter near Nashville, Tennessee, USA. With the show set to debut in the fall, the dog playing Sandy will be provided nutrition by Pedigree while she trains for the performance and throughout the duration of the musical.

RECALL: Pedigree recalls three canned dog foods for choking risk

Mars Petcare has issued a voluntary recall for three varieties in its Pedigree brand weight management line of canned dog food due to a potential choking risk.
Cans of the recalled dog food may contain small pieces of blue plastic, which broke off a conveyor belt during the production process. The company says the issue has since been resolved at the manufacturing facility by replacing a conveyor belt with a redesigned tracking mechanism.


Products affected include PEDIGREE+ Healthy Weight premium ground entree in meaty juices, PEDIGREE Weight Management Beef & Liver dinner in meaty juices, and PEDIGREE Weight Management Chicken & Rice dinner in meaty juices. Each affected can has a lot code printed on the end that begins with 209, 210, 211 or 212, and a "Best Before" date between February 24, 2014, and March 23, 2014.


Affected products were distributed to retail customers throughout the United States. No other PEDIGREE products are affected, including any other variety of wet food, dry dog food, or dog treats. Consumers who purchased the product may contact the company at +1.877.720.3335.

Nonprofit animal shelters, dog rescue groups may apply for Pedigree's Innovation grant

Pedigree dog food brand's Pedigree Foundation is now accepting 2012 grant applications from nonprofit, tax-exempt animal shelters and dog rescue groups. 
Pedigree's Innovation grants are awarded to animal shelters and dog rescue groups that demonstrate innovation and out-of-the-box thinking for raising awareness, volunteerism, donations and dog adoption. The grants range from US$10,000 to US$25,000. 
Interested groups can apply at www.pedigreefoundation.org by clicking on "Apply for a Grant." 

Westminster Kennel club switched sponsors due to Pedigree ads with sad dogs, economic reasons

Petfood manufacturer Pedigree was replaced by Nestle Purina as the sponsor of the 2012 Westminster Kennel Club Dog Show, partially because the club's previous longtime sponsor aired commercials featuring sad, homeless pets.
Westminster Kennel Club says the Pedigree ads, featuring shaking, abused pets up for adoption, did not represent the dog show's atmosphere. “We want people to think of the Westminster Kennel Club Dog Show as a celebration of the dogs in our lives,” said David Frei, the club’s director of communications. Frei said the club expressed its concern to Pedigree, a 24-year sponsor, but made the switch to Nestle Purina in Spring 2011, whose commercials feature more athletic, silly dogs. Frei said the switch was also partly for economic reasons. "Show me an ad with a dog with a smile; don’t try to shame me,” Frei said. “We told them that, and they ignored us.” 

Pedigree responds to consumer complaint about chewy dog treat

Pet food manufacturer Pedigree said claims made in a TV ad for the Jumbone chew treat are "mere puffery," after a dog owner complained to the Advertising Standards Authority that his dogs consumed the treats in seconds.

The TV ad features a small dog gnawing on the Jumbone and giving up after it could not finish what the commercial called a "long-lasting chewy treat." The dog owner complained to the ASA, claiming his dogs took "under one minute" to finish off the bones.
In its response to the complaint, Pedigree said the man should not have believed the claim of the "lighthearted" ad, saying it was "mere puffery". In Pedigree's view, "long lasting" meant "several minutes." The ASA weighed the evidence and dismissed the consumer complaint, siding with Pedigree that its chewy dog treats lasted an average of about "three minutes and 21 seconds," which it considered long lasting, in comparison to softer treats. 

Pedigree will donate dog food for every QR code scanned on its packages at Walmart

The Pedigree petfood brand is teaming up with Walmart in a technology-driven initiative to help feed homeless dogs as part of "Pets Love Walmart" month in September.

Throughout the month of September, dog lovers can use their smartphone to scan the QR code on any Pedigree package sold at Walmart. For every QR code scanned, Pedigree will donate a bowl of dog food to an animal shelter, up to 500,000 8-ounce bowls.
"This program is truly revolutionary because it marks a new frontier in generating awareness and support for the plight of shelter dogs," said Lisa Campbell, senior brand manager,  Pedigree. "At Pedigree, our love for dogs is our driving passion so we were thrilled to facilitate yet another way people can make a difference in the life of a shelter dog. Scan a code, help a dog. It's that easy."
In September, Walmart will also host weekly educational demonstrations on pet ownership and will display local shelter information on its shelves.

Pedigree will donate to shelters for Twitter, Facebook reaction from consumers in June

For each "Like," comment, "@reply", re-tweet and photo upload directed at Pedigree, the company will donate 1 pound of food up to 100,000 pounds total. 

Throughout the month of June, Pedigree wants dog lovers to log in to Facebook and Twitter to tell the company why they think that “Every Dog Deserves” the very best. For each "Like," comment, "@reply", re-tweet and photo upload directed at Pedigree, the company will donate 1 pound of food up to 100,000 pounds total.
Pedigree will donate more than 100,000 pounds of petfood to shelters across the country as part of its “Every Dog Deserves” campaign.
Chelsea Kane, of "Dancing with the Stars" fame, helped kick off the “Every Dog Deserves” campaign on June 1, by delivering the first 10,000 pounds of petfood donation to the Amanda Foundation in Beverly Hills, California, USA.
In conjunction with the campaign, Pedigree launched a new dry dog food formula based on a concept called 4 Universal Needs. The company says the formula is designed to support the skin and coat, oral care, digestion and immunity needs of all dog breeds, at all stages of life.

Pedigree will donate to shelters for Twitter, Facebook reaction from consumers in June

Pedigree will donate more than 100,000 pounds of pet food to shelters across the country as part of its “Every Dog Deserves” campaign.
Chelsea Kane, of "Dancing with the Stars" fame, will help kick off the “Every Dog Deserves” campaign on June 1, by delivering the first 10,000 pounds of petfood donation to the Amanda Foundation in Beverly Hills, California, USA.
Throughout the month of June, Pedigree wants dog lovers to log in to Facebook and Twitter to tell the company why they think that “Every Dog Deserves” the very best. For each "Like," comment, "@reply", re-tweet and photo upload directed at Pedigree, the company will donate one pound of food up to 100,000 pounds total.

Pedigree set to launch Dental Care Month for dogs in June

Pet food brand Pedigree (Mars) will launch its 2011 Dental Care Month campaign in June, to raise awareness of oral health for dogs.
Figures show that a very high proportion of dogs suffer from gum disease and many owners are unaware that dogs need regular dental care, according to Pedigree. The company says that four out of five dogs suffer from gum disease, making it one of the most common health issues in dogs.
Pedigree says that to celebrate the event, some veterinarians will offer free dental screenings for dogs throughout the month of June.

Pedigree Foundation awards US$226,000 in innovation grants

The Pedigree Foundation has awarded a total of US$226,000 in Innovation Grants to 10 organizations, who will use the money to help fund programs that provide care for homeless dogs. 
The grants are awarded to organizations that help improve adoption rates and the welfare of animals through the use of new and innovative ideas. The recipients are:  
• Central Missouri Humane Society of Columbia, Missouri (US$25,000)
• Charleston Animal Society of North Charleston, South Carolina (US$15,000)
• Dubuque Regional Humane Society of Dubuque, Iowa (US$25,000)
• Houston Humane Society of Houston, Texas (US$25,000)
• Society for the Prevention of Cruelty to Animals Los Angeles, California (US$25,000)
• Leon County Humane Society of Tallahassee, Florida (US$25,000)
• Muttville Senior Dog Rescue of San Francisco, California (US$12,000)
• North Shore Animal League of Port Washington, New York (US$25,000)
• Washington Animal Rescue League of Washington, DC (US$25,000)
• West Suburban Humane Society of Downers Grove, Illinois (US$24,000)

Pedigree partners with Battersea Dogs and Cats Home

Pedigree and the Battersea Dogs and Cats Home have partnered up, allowing Pedigree to supply the Battersea, London, UK, shelter with petfood for its animals, according to Animal Friends Insurance.
The partnership frees up the shelter's funds to invest in other needed resources.
"In today's economic climate, saving costs is as important as raising income," Jon Bodenham, director of fundraising at Battersea Dogs and Cats Home, said. "The partnership with Pedigree means donors' money will stretch further to care for the thousands of dogs and cats that come through the home's doors every year."

Pedigree gives free petfood to dog adopters

Pedigree is offering customers the incentive to adopt dogs with a free month's supply of its dog food.
“It's our way of saying ‘thank you’ for helping us help dogs,” the company’s Web site said.

Pedigree re-launched in India

Pedigree, a dog food brand by Mars Inc., has been re-launched in India along with a new range of snacks and treats, according to a news report.
Nitin Kulkarni, director of corporate affairs, Mars International India, said the Indian market offers tremendous opportunity for the company.
The US-based Mars Inc. is looking to increase its retail presence in India with hopes of achieving a retail sales value of $US1 billion this year from the product.