PEDIGREE® Brand Launches Breakthrough U.S. Creative In New Global Campaign

NASHVILLE, Tenn., May 28, 2015 /PRNewswire/ -- Earlier this year, PEDIGREE® Brand unveiled a new global marketing campaign called 'Feed the Good™.' The campaign is based on the simple insight that dogs bring out the good in people and PEDIGREE brings out the good in dogs.

Today, a new commercial titled "The Walk" will debut online in the United States, joining other 'Feed the Good' creative from Brazil and Australia. The 45-second commercial, created by BBDO and directed by Lance Accord, sends a powerful message about how dogs are unconditional in their love of people.  It opens on an older gentleman leaving his home to walk his dog. As the man and his dog navigate their neighborhood, many viewers may be quick to make assumptions about the man based on his gruff demeanor. As he continues his walk, his eyes lock on a teenager also walking his own dog. While the two may normally pass each other without a second glance, their dogs stop to greet each other. The dogs see no color, no age, no differences, only the good which leads to an unexpected interaction between the man and the boy.

"Dogs know no prejudice," said Larry Allgaier, President, Mars Petcare North America and Global Brand Strategic Lead for PEDIGREE.  "'The Walk' is just one example of the type of good dogs bring to the world every day. The main characters may appear very different, but by the end, they realize their similarities – and the good in one another – through their dogs."

Added David Lubars, Worldwide Chief Creative Officer, BBDO: "We've partnered with PEDIGREE to uncover a universal truth that speaks to the human condition. Across the globe, the Pedigree brand managers and our agencies are telling this story in their own local cultures."

The new commercial also builds on more than 50 years of research from Mars, Inc.'s Waltham Centre for Pet Nutrition, who focuses on the nutrition and wellbeing of dogs – and other animals – and their benefits to humans. Waltham studies have indicated that dogs and other animals can help children cope with a variety of issues – self esteem, emotional disorders and may even improve immune function if raised with a  pet from infancy. Another survey showed that 70 percent of families reported an increase in family happiness and fun after they acquired a pet.

A new study from Waltham published just this month shows that pets are catalysts for social interaction between humans – from casual conversations to lasting friendships. The study found that pet owners are significantly more likely to meet new people in their neighborhoods than non-pet owners – dog owners are five times more likely to get to know people in their neighborhoods compared with even other pet owners. More surprisingly, over 80 percent of pet owners in the study reported they had gotten to know people in their neighborhood through their pets – more so than their children's school.

"While 'Feed the Good' is an entirely new campaign, it builds on the storytelling we've been doing since we started our adoption campaign years ago to show the positive impact dogs bring to our world," added Allgaier.

PEDIGREE plans to release additional 'Feed the Good' creative in the U.S. in early 2016, as well as other markets around the world. Fans can find 'The Walk,'" on PEDIGREE Brand's YouTube and Facebook pages. They can also follow 'Feed the Good' advertising on Twitter, Instagram and YouTube via #FeedtheGood.

About Mars Petcare
Mars Petcare is the world's leading pet food and veterinary care business that strives to make A Better World for Pets® every day. Mars Petcare believes that pets make our lives better and that pet ownership brings joy and benefits which should be accessible to everyone. Mars Petcare has a total of 38 brands in our portfolio, including billion dollar brands PEDIGREE®, WHISKAS®, ROYAL CANIN®, BANFIELD®, and IAMS®. Other leading brands include: CESAR®, NUTRO®, SHEBA®, DREAMIES®, KITEKAT®, CHAPPI®, CATSAN®, FROLIC®, PERFECT FIT®, GREENIES®, EUKANUBA and NATURA. Key specialty brands include: Mars Fishcare: API®, Aquarian®, Rena®, Pondcare®; Mars Horsecare: Winergy®, Spillers®, Buckeye® Equivite®; the WALTHAM Centre for Pet Nutrition®, a leading scientific authority on pet nutrition and wellbeing. Mars Petcare has more than 37,000 Associates worldwide.

About Mars, Incorporated:
In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars' first roots as a confectionery company. In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the objective of creating a "mutuality of benefits for all stakeholders" — this objective serves as the foundation of Mars, Incorporated today. Based in McLean, Virginia, Mars has six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and more than 72,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance. Mars brands include: Petcare – PEDIGREE®, ROYAL CANIN®, WHISKAS®, BANFIELD Pet Hospital®, NUTRO®, SHEBA®, DREAMIES® and CESAR®; Chocolate – M&M'S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Wrigley – DOUBLEMINT®, EXTRA®, ORBIT® and 5™ chewing gums, SKITTLES® and STARBURST® candies, and ALTOIDS® AND LIFESAVERS® mints. Food – UNCLE BEN'S®, DOLMIO®, EBLY®, MASTERFOODS®, SEEDS OF CHANGE® and ROYCO®; Drinks – ALTERRA ® Coffee Roasterscoffee, THE BRIGHT TEA CO.® tea, DOVE®/GALAXY® Hot Chocolate, and FLAVIA® brewer; Symbioscience – COCOAVIA®, WISDOM PANEL® and SERAMIS®.

For more information, please visit www.mars.com. Follow us: facebook.com/mars, twitter.com/marsglobal, youtube.com/mars.

^®/™ Trademarks ^© Mars, Incorporated 2015. Other trademarks are property of their respective owners.

Video - https://www.youtube.com/watch?v=MEIKZQ6wBZA

SOURCE Mars Petcare