Best Pedigree Campaigns of All Time
Pedigree has spent decades perfecting the art of the emotional ambush - usually by reminding us that a dog is the only creature on earth that loves you more than it loves itself. They have mastered the pivot from selling kibble to solving canine loneliness, whether through clever facial recognition or the cheeky suggestion that a puppy might be a more loyal roommate than your teenage son. Browse the work below.
5 campaigns
Pedigree: Caramelo
Pedigree challenged the bias against Brazil's beloved mixed-breed "Caramelo" dogs by creating an official "Pedigree Caramelo" identity, complete with genetic research, a kennel club, and dog shows, ultimately transforming them into the most adopted breed and gaining global recognition.
Pedigree - Adoptable
Pedigree transformed its global advertising into a dynamic adoption engine, using AI to instantly elevate shelter dogs into high-quality ad stars, making every media impression a direct opportunity to find a dog a home and turning purpose into performance.
Pedigree: Dog Channel
Pedigree transformed hundreds of idle TV screens in electronics stores into a live adoption channel, replacing generic stock footage with real-time videos of shelter dogs to connect high-traffic shoppers directly with pets in need of a home.
Pedigree: Child Replacement Programme
Pedigree created a "Child Replacement Program" that helps empty-nesters cope with their children leaving home by matching them with adoptable dogs that share similar characteristics to their children. The campaign humorously suggests that dogs can fill the emotional void left behind when children move out, offering a unique and empathetic approach to pet adoption.
Pedigree: Dog-a-Like
Pedigree's 'Dog-a-Like' campaign leveraged the playful insight that 'dogs look like their owners' by creating a cutting-edge facial recognition app, allowing people to find and adopt their perfect shelter dog match, thereby increasing adoptions and donations without media spend.