For decades, there have been two ways to advertise dog food: the cold, rational, scientific route. And the 'unreal dogs doing unreal things' route. Even though people love their dogs like their own children, no dog food company has struck this powerful emotional chord.

So we decided to own a new and unique emotional space in the category. First, by changing Pedigree from a dog food company into a dog-loving company. And secondly, by spreading the word to fellow dog lovers around the world. Believing that, "If you convince me you really love dogs, I'll let you feed mine".

January, 2005: We helped Pedigree reinvent itself as a dog-loving company by creating dog-friendly offices, inviting their dogs on sales calls, putting their dogs' images on their office walls and business cards, and supporting only dog-helping philanthropies. We published a book called "Dogma" to outline their corporate beliefs.

We also launched a :60 commercial, outdoor campaign, and print manifestos in the US – followed by UK, Australia, France, South Africa, Netherlands, Denmark, Puerto Rico, Chile, Mexico, Japan and Poland. And we utilised the web, direct mail, guerilla marketing, point-of-purchase, PR and sponsorships to further connect with dog lovers.