Colenso BBDO has launched a new brand platform for PEDIGREE, ‘Good Then, Better Now’, built around the idea that people’s childhood dogs probably ate PEDIGREE and it was good then… but better now.
The dog food category has become complicated, filled with competing claims and
ever-changing health trends that leave owners unsure about what really matters.
Pet parents around the world felt their childhood dog ran the fastest, jumped the
highest, and was the most loyal backyard companion of all time. While looking back is
a reminder of these good times, it also helps tell the story of the brand’s quality
nutrition over the years. Dogs back then thrived on PEDIGREE, and today’s
dog will thrive on it, too.
Simon Vicars, Colenso BBDO chief creative officer, said, “A childhood dog holds a powerful place in people’s hearts. They probably ran all day, played non-stop, and lived a happy life. And chances are, they probably ate PEDIGREE. Over the last decade, pet nutrition has become increasingly complicated. By using the power of nostalgia, we hope to trigger the realisation that our food has always been good.”
Chris Rodi, global brand VP — PEDIGREE, said, “This creative platform is all about putting food back into the heart of ‘Feed The Good’. In a time where the category is more competitive than ever, it’s great to remind pet parents that PEDIGREE has always been there, and will continue to be for years to come.”
The campaign is a celebration of people’s relationship with their dogs throughout the years. It brings together real childhood photographs and films from pet parents around the world to create an authentic celebration of the goodness of dogs.
Helen Hastings, US brand director — PEDIGREE, added, “This is just the beginning of our ‘Good Then, Better Now’ campaign. We’re excited to see the way this campaign touches people — from our retail partners to pet parents — and can’t wait for what’s yet to come as we celebrate the generational impact of this incredible brand.”
The ‘Good, Then Better Now’ platform will initially launch in the US across social, print,
and AV with more to come later this year.
