Mongrels not pedigrees the focus of Pedigree Chum ads

by Sam Matthews,, Brand Republic 10-Feb-05, 08:55

LONDON - Pedigree Chum is using mongrels in its advertising for the first time in 45 years, dropping the slogan "top breeders recommend it" to show that all dogs are worthy of its food in a new £10m campaign.

The first ad in the campaign will feature various cross-breeds and just one pure breed, a bassett hound.

The traditional ad campaigns for the "elite" dog food feature well-groomed retrievers and spaniels -- conveying that the food is made for the pure breeds. The spots always finished with the tagline "Top breeders recommend it".

However, the latest research shows of the one in five homes in the UK with dogs, a third of are estimated to have cross-breeds.

A Pedigree spokeswoman said: "Our new ad campaign is an open celebration of dogs of all shapes and sizes and all combinations of breeds and cross-breeds."

The ads are created by TBWA/London and are directed by 'Gladiator' director Ridley Scott's son Jake. Media planning and buying is through MediaCom.

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