‘Feed The Good’ In Dogs Around The World

New Global Campaign from BBDO Highlights the Role Dogs Play in Making the World a Better Place.

The Luxonomist. 04/05/2015
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We live in incredibly complex times. Twenty-four hours a day, seven days a week, the human race literally races from one activity to the next. But no matter what corner of the world you call home, there’s one friend who can always help us instantaneously reconnect with the simple things in life – whether through a slobbery kiss, a simple tail wag or an excited bark – dogs. And today, our furry friends will take their rightful place in the spotlight as PEDIGREE® Brand launches a new global marketing campaign calledFeed 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.»

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PEDIGREE will roll out ‘Feed the Good’ creative, as well as other integrated marketing elements beginning in AustraliaBrazilNew Zealand and the U.S., with additional markets slated for later in the year 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.

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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.

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