Mars, Inc.

Craig Neely, Vice President, Mars Petcare US
Melodie Bolin, Brand Director, Dry Dog

BBDO New York *Lead Agency

Greg Gerstner, VP, Creative Director
Banks Noel, Creative Director
Sally Nathans, SVP, Senior Account Director
Crystal Rix, Chief Strategy Officer
Greg Ketchum, EVP, Executive Creative Director
Tom Godici, EVP, Executive Creative Director
Annemarie Norris, EVP, Group Director Behavioral Planning
Sean Stogner, Communications Planning Director

Starcom

MediaCom

Weber Shandwick

FEED THE GOOD.
In order to compete in a declining category and resist a price war, PEDIGREE needed to build meaning into its brand. Its “Feed the Good” campaign is based on the simple, yet universal insight that dogs make us better people. “Feed the Good” taps into poignant societal themes, calling attention to the way dogs affect people’s attitudes and behavior for the better, and the role PEDIGREE® plays in feeding a dog’s good nature. With this idea PEDIGREE grew an incredible 4.8% while its competition declined.