Pedigree - See What Good Food Can Do
Most dog food ads were the same. A happy dog, a happy family, and some VO reminding you that, indeed, "real chicken" was somehow involved in the process.
So we convinced Pedigree that it made more sense to talk about what their food did, instead of what it was made of. And thus, the See What Good Food Can Do campaign was born. The work focused on real dogs that were adopted from shelters which were feeding their dogs Pedigree.
We told these stories across TV, print and online. The work ran across all of North America and was quite unique and noteworthy in the ingredient-heavy field of pet food advertising.
The campaign is still running today, under the more global-friendly tagline of "Feed the Good."
