From purebred winners to rescue dog dinners. How re-inventing its approach to advocacy helped Pedigree re-invigorate its business

Pedigree was a brand steeped in old world advocacy, stamped with ‘Top breeders recommended it’. In an attempt to achieve renewed success by finding a 21st century route into recommendation, Pedigree partnered with dog rescue experts. Through helping to feed and support vulnerable dogs, Pedigree’s ‘Feeding brighter futures’ campaign drove sales across the entire Pedigree portfolio, delivering an overall campaign ROMI of 5.78 and an increased long-term revenue from new users of £20.4m. The campaign has also provided brighter futures for over 29,000 dogs, proving that good advocacy can build brands and business.