Good Honest Food for Dogs
Mars announces a new £7million marketing campaign aimed at promoting consumer trust in dog food
12 June 2009
Pedigree has today announced a major step change and launched a new £7million marketing campaign aimed at promoting consumer trust in dog food. Pedigree ‘Good Honest Food’ is the biggest brand re-launch in the product’s history and will focus on promoting new recipes, improved appearance and improved nutritional content of Pedigree’s core range.
Pedigree’s core range will see a major packaging redesign which will significantly improve its on-shelf presence, including a new modern logo and uncluttered design with bigger, bolder images and a simpler colour palette. Fresh looking products and packs will reappraise Pedigree and drive sales.
Pedigree now commits to making only ‘Good Honest Food’, with all meat traceable back to the farm it comes from.
Wayne Tessier, Convenience sales director, Mars Petcare, says: “Our customers are demanding to know more about the content of the pet food they buy. As the market leader, it’s important to communicate the quality of our products and reassure pet owners that Pedigree is made up of exactly what their pet needs - nothing more, nothing less.”
At the core of this campaign are eight promises about all Pedigree food to help provide dog owners with peace of mind when choosing what to feed their pets:
o All our dog food, wet and dry, is nutritionally complete
o All our food is free from artificial colours and flavours
o We put more meat in the can than any other ingredient
o All our dog food undergoes 16 quality checks before we let it out the door
o We can trace all the meat we use to the farms it comes from
o Our factories are inspected to the same standards as human food factories
o We buy all our meat from the same approved sources as for human meat consumption
o We don’t make dog food for anyone else
The campaign is born out of the misconceptions of what goes into wet dog food. Some consumers mistakenly believe that canned dog food is somehow inferior. ‘Good Honest Food’ will work to dispel these myths and reassure dog owners that Pedigree contains only quality ingredients.
Martin Porter, trading director, Mars Petcare, says: “Pedigree is the number one selling dog food brand in the UK and the ‘Good Honest Food’ campaign will be supported by a £7 million advertising and marketing campaign. Consumers see our new claims as new and different, which will increase propensity to purchase. Retailers should be aware of this and make sure they have plenty of stock. ”