1st Grrrade

Campaign idea

PEDIGREE® believes that dogs make us better people, and the brand’s global mission is to make the world a better place for dogs. Russia hasn’t yet developed a culture of responsible dog ownership, and we understood that PEDIGREE® needed to act and raise a generation of responsible dog owners. Therefore, the direct campaign that we launched was planned and executed to precisely target two major audiences: 7-9 y.o. children who really want a dog and their parents. Its’ mission was to teach kids that having a dog isn’t just fun, it’s also hard work and a daily responsibility.

Brand name: PEDIGREE®
Advertiser / client: Mars LLC
Product / service: Pet food
Campaign name: 1st Grrrade
Agency network: BBDO WORLDWIDE
Agency: BBDO Russia Group
Additional company: BBDO Russia Group
Executive creative director: Alexey Fedorov
Art director: Natalia Pavlova
Copywriter: Natasha Teddy
Account director (agency): Katrin Auashria
Client account director: Anastasia Dubrovskaya
Managing director: Natalya Tsyganova
Strategic planner / strategist: Ekaterina Aksenova
Pr director: Sergey Vereykin
Film production: ASAP Production
Director: Kirill Kulagin
Music: Oleg Karpachev
Agency producer: Ulia Petrova, Dmitry Rubezhov, Elizaveta Grigorieva
Digital strategist: Alexandra Sagalovich
Digital creative: Alyona Ivanova, Anna Kuzicheva
Additional company: Julia Borisova (Account Manager), Natasha Teddy (Creative group head).