Pedigree launches Feed the Good campaign with emotive TVC via Clemenger BBDO, Melbourne
Mars Petcare today launches a new Pedigree campaign – ‘Feed The Good’ – which sets out to harness the good dogs bring out in people and drive donations to charity partner PetRescue.
The campaign is inspired by Pedigree’s vision to feed 100 million dogs globally and in the first digital experience of its kind, debuts interactive activations that encourage consumers to make a $2 contactless payment donation directly to PetRescue. Designed to interact with consumers, the donations result in the on-screen dog being fed, illustrating the direct impact these funds will have on feeding dogs around Australia.
The activations will launch with a 90″ digital super-screen at Melbourne Central on Thursday 7 May and Sydney’s World Square on Friday 8 May.
The Pedigree Feed the Good campaign kicked off with an emotive 30-second TVC and the full campaign will be live with a further six shopping centre digital experiences, and 50 Coles in-store experiences in locations across the country.
Each site features the contactless payment donation technology with ‘Feed the Good’ the first WiFi enabled digital out-of-home campaign to go to market in Australia, exclusively for Pedigree.
Says Sylvia Burbery, general manager Mars Petcare: “Pedigree believes that dogs make the world a better place and bring out the good in us all. ‘Feed the Good’ sets out to connect with Australians emotionally and encourage a donation of just $2 to help raise vital funds for our established charity partner, PetRescue and support the fantastic work they do to care for and re-home unclaimed animals.
“Debuting Australian-first technology is hugely exciting; when combined with compelling creative and a fully integrated campaign strategy that spans multiple channels, we will inspire positive consumer engagement that delivers cut through.”
Visit the Pedigree Facebook page and website.
Client: Pedigree
Creative: Clemenger BBDO Melbourne
Activations: The Marketing Shop
Media: Starcom
PR: One Green Bean
Media, Software and Hardware in-store and out-of-store activations: Val Morgan Outdoor
13 Comments
When did it become the norm for companies like Mars to make dog food ads that pose as charity spots??
Pedigree, please stop trying to prevent you are all about ‘good’. You sell dog food.
Let the real charities do the heart strings stuff, they are the one’s who do the hard work looking after unwanted animals.
This is totally irresponsible. It celebrates behaviour which is the very opposite any parent wants their kids to copy. It says if your dog wonders out onto the road, don’t worry – just run into the traffic and get your dog.
This concept could’ve worked just as well if the dog had’ve run past the kids ‘fighting’ and they’d then chased and caught the runaway dog on the footpath.
As is, I’m surprised CAD has approved it.
Feed the good? I honestly do not understand how some of these strategies get the green light….
Furthermore, feed the man too! The guy looks like he is starving when he looks at that dogfood!!
That’s just crap!
Classic case of big brand strategists complicating something very simple and entirely missing the point. Feed the good. Next it will be loaves and fishes. Sort of laughable really.
I think it’s quite a sweet spot.
nice one.
Unsurprisingly, the creatives didn’t put their names to this.
Nice thought but the execution seems a little contrived.
That said, if you love your dog you wouldn’t feed it Pal.
Bit of a stretch, innit?
Well I may be shallow but the ad bought tears to my eyes. I can see that the young bucks running onto the road in front of traffic are not a great example – however – the message is clear. No matter what you would feed your dog – the importance of the dog to the old man is recognised and respected. Clearly the old guy would sacrifice his own health so the dog could be fed – and of course he deserves a good meal too – however I’m sure that HE appreciated the actions of the young thugs who rescued his best friend.
Dogs bring out the best in us is lovely.
Well done.
Pedigree must want their brand to be seen as an advocate for street violence. If the thugs hadn’t been fighting the old man wouldn’t have stopped and the dog wouldn’t be on the road. This ad just pisses me off. Give yourself an uppercut Pedigree.
Bit late to comment on this one, but, who cares. I thought Campaign Brief was read by ad industry people?? If that’s the case…then why the hell is everyone on here talking like they don’t understand the art of advertising from a bar of soap?! What’s with all the literal interpretation of this ad?! I think the strategy and execution are bang on. Ever heard of ‘Brand Purpose’…most successful brands in the world have a strong emotive purpose above functional features and benefits and promote that in their comms. Just sayin’.