PEDIGREE launches the ‘PEDIGREE Lie Detector’ to help tackle dog obesity via Colenso + Satellite NZ

April 4 2025, 12:30 pm | BY Ricki Green | No Comments

Dogs are loveable companions, but when it comes to food, they’re master manipulators. Recognising this, PEDIGREE and Colenso BBDO have launched the PEDIGREE Lie Detector for dogs, a groundbreaking collar and device designed to keep pets honest about their eating habits and help owners manage their weight more effectively.

 

The voice-activated PEDIGREE Lie Detector, created in partnership with digital innovation agency Satellite NZ, aims to curb the growing issue of pet obesity, with recent data revealing that 75% of dog owners admit to giving their pets extra food beyond regular meals, contributing to 7 out of 10 Aussie dogs being overweight. Even more revealing, 76% of owners admit to refilling the dinner bowl when their furry friend gives them ‘the look.’

To address this, PEDIGREE’s innovative new device will monitor a dog’s eating habits and provide owners with insights, tips, and tools to ensure their pet maintains a healthy diet. The Lie Detector collar detects feeding patterns and works in tandem with an app to offer recommendations for balanced nutrition and exercise.

Whilst there are other pet tech devices on the market like Japan’s ‘Inupathy’ collar created to monitor dogs’ heart rate and emotional states and ‘PetPace’ which tracks vital signs and body posture to aid in medical care, the PEDIGREE Lie Detector is the first device specifically focused on keeping pets honest about their eating habits, helping owners keep their dogs in shape and prevent overfeeding.

The pilot program will give select winners exclusive access to the device for two months, with the possibility of an extension at PEDIGREE’s discretion. However, the long-term availability of the Lie Detector app and device beyond the pilot phase is yet to be confirmed.

For more information on how to participate in the pilot program, click here.

Client: Mars PEDIGREE
Creative Agency: Colenso BBDO
Digital Innovation Agency: Satellite NZ
Media Agency: Essence Mediacom
Production Company: The Collective Force
Director/DOP: Toaki Okano
Music/Sound: Franklin Rd
PR Agency: Enthral

 

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