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Mars begins international Pedigree campaign

Mars has begun an international advertising campaign for its Pedigree brand of pet food. The campaign, developed by BBDO, highlights the ways in which dogs make the world a better place and uses the tagline, "Feed the Good." The campaign will launch initially in Australia, Brazil, New Zealand and the US, expanding to additional markets in 2016. It will consist of television, print and online advertising, accompanied by in-store displays, social media activities, consumer promotions and public relations.

The first television execution, called "Good Fight," depicts two young men distracted from an imminent fight by a dog in need of help. It will break in Australia on May 4. In Brazil, the campaign will begin with an online documentary called "First Days Out," following two convicts who each adopt a dog upon their release from prison.

"Studies attest how the companionship of animals transforms and improves people's lives," said Leonid Sudakov, chief marketing officer for global petcare at Mars. "By nourishing the loveable innocence in every dog, Pedigree helps feed the good they bring to the world."

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