**This campaign was created, developed, and led by our co-founder and CCO while at TBWA\Chiat\Day**

THE CHALLENGE:
For decades, Pedigree had enjoyed steady growth in the category with their “Developed with vets. Recommended by top breeders.” marketing strategy. But that growth stalled when they were squeezed by high-end premium pet food companies from above and discount value brands from below.

THE SOLUTION:
Our insight was that people love their dogs like their own children. And if they just knew that we love dogs as much as they do, they’d trust us to feed theirs.
So we decided to turn Pedigree from a dog FOOD company, into a dog LOVING company.
This revelation led to: a global launch campaign around the mantra “We’re for dogs” and the tagline “Dogs rule.” In addition to celebrating dogs in all of the advertising, we helped Pedigree make all of their offices dog-friendly and even got them to extend health care to all of their employee’s dogs.
And this was just the beginning of a campaign that continued on for 10 years.

THE RESULTS:
- Increased US sales 12% in just two months
- Set consistent sales records at Walmart and other retailers
- Eclipsed Dog Chow to become the #1 selling brand in the US
- Surpassed one billion in sales in the US more than a year ahead of schedule
- Surpassed three billion dollars in sales globally ahead of schedule