Why Pedigree is no chum of Worthington

Taking the rise has always been one of the English pub goers’ more endearing habits. So when Bass decided to use irony for its campaign for Worthington Best bitter, it was bound to raise hackles.

In this case, it was the super serious marketing daleks at Pedigree Petfoods who failed to see the funny side.

The WCRS ad for Worthington mimics Pedigree Chum’s ads featuring a top breeder talking about how her dogs benefited from being fed the dog food. The Worthington ad shows Harry Enfield dressed up as one such breeder, proclaiming the benefits of giving the bitter to her men.

Pedigree complained to the British Advertising Clearance Centre, who rejected the complaint – presumably because Pedigree’s bark is worse than its bite.

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