Mars Petcare

Craig Neely, Vice President, Mars Petcare US
Dan Jackson, Brand Director, Pedigree

BBDO New York *Lead Agency

Greg Gerstner, VP, Creative Director
Banks Noel, Creative Director
Sally Nathans, SVP, Senior Account Director
Elizabeth Kelberg, Account Director
Annemarie Norris, SVP, Group Director, Behavioral Planning
Emily Rydin, Planning Director
Sean Stogner, Senior Communications Planner

MediaCom

Starcom

PEDIGREE®'s “Feed the Good” campaign is based on the simple, yet universal insight that dogs make us better people. With this idea, the brand was able to go from being seen as a “value” brand to a “brand of values” and continue to outperform the category and its key competitor Purina in its largest and most important market, the US.