How Mars’ Pedigree dog food climbed from obscurity to creative eminence in six years

Geoffrey Precourt

Pedigree, the dog food brand owned by Mars, has become a creative powerhouse through a nuanced, deliberate approach to engaging consumers.

In the 2019 WARC Creative 100 rankings, Pedigree Pet Foods was the surprise number-three performing brand in the world, edged out by Nike and Burger King, the top global performer.

The canine-friendly subsidiary of Mars, Inc. also scored top-of-the-charts numbers within its own brand universe. A spot created by BBDO for Mars Petcare US…

… was the highest sales-generating ad across all of Mars Inc., with “the highest return on investment of any of our brands in any segment,” reported Melodie Bolin, senior marketing director for the organization’s dry dog-food portfolio.

“We were able to find a way...

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