Pedigree launches £7m brand revamp

Mars is launching a major £7m relaunch of its Pedigree dog food today aimed at increasing “consumer trust” in the brand.

The FMCG multinational is describing the “Good Honest Food” as the biggest relaunch in the brand’s history and will highlight how Pedigree is the “first” dog food producer to contain meat that is “traceable back to the farm.”

The campaign will launch “improved packaging” as well as changes to the actual food. The new design aims to be “uncluttered and modern” to increase point of sale reappraisal of the brand.

A TBWA created television and press campaign is due to launch later this month in addition to direct and online marketing activity. Tequila has developed the digital side of the campaign.

The creative features examples and images of “real dogs” and their owners.

Mars has recently focused on ad-hoc joint promotions with relevant Hollywood films, such as 20th Century’s March release of Marley and Me. The initiatives follow its decision to pull out of its sponsorship of Crufts because of allegations that the dog show promotes unhealthy breeding methods.