Pedigree

Mars Petcare started off 2008 with what it claims is the “biggest-ever” brand initiative for Pedigree, the number one dog food brand.

The Pedigree Adoption Drive is a national initiative to help raise money and awareness to benefit dogs in rescue centres.

The campaign is being backed by a £3.6m marketing and advertising campaign, using TV, press, radio, outdoor poster sites, direct mail, in-store point of sale and PR activity.

“Retailers can really get behind this incredible campaign in a number of ways,” says Mars petfood trade relations manager Angie Phillips, “whether it be taking advantage of the amazing in-store displays and offers available from Pedigree or by donating money themselves.”

Dog snacks and treats are the big movers in the dog food market, up 14% year-on-year.

In 2007, Mars Petcare launched a new treats range in response to the demand for functional treats.

Pedigree Joint Care treats are intended for dogs experiencing stiffness of the joints and are available in weekly packs for small, medium and large dogs.

The range is said to already have an 8% share of the dog snacks and treats sector.

This year, Mars Petcare is investing £17.1m in Pedigree snacks and treats, including a £5.8m advertising campaign for Pedigree Dentastix.

2007 £184.4m
2006 £185.9m
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