Campaign details
Brand: PedigreeBrand owner: MarsLead agency: Colenso BBDOContributing agencies: MEC Wavemaker, The Collective Force, FINCH, Franklin RoadMarket: New ZealandIndustries: PetcareMedia channels: Merchandise & free gifts, Mobile & apps, Online video, Social mediaBudget: Up to 500k
Executive summary
There has been a huge cultural shift in dog ownership: from dogs being treated as a side project to dogs playing a central and starring role in their owners' lives. Not surprisingly, we're seeing today's owners go to unprecedented lengths to make their canine friends feel happy...