Today, people pay more attention to the quality of their food, and look for trustworthy, natural, and healthy products. It may be assumed that pet owners are also concerned about the products they feed to their animals. This could be the reason why Pedigree, the dog food brand belonging to the FMCG giant group Mars, has recently worked on rejuvenating their brand through a campaign aimed at increasing “consumer” trust.

The new campaign “Good Honest Food” is the biggest relaunch in the brand’s history. With this renewal of brand image, Pedigree wants to position itself as a high quality and trustworthy dog food brand. One of the campaign’s purposes is to highlight the fact that Pedigree is the first dog food company to offer products containing meat that is “traceable back to the farm”.

In addition to slight changes to the recipes, the brand revamp also includes a new packaging design and press, TV and digital ad campaigns. The new packaging is designed to be “uncluttered and modern” to help the product’s placement and visibility on stores shelves. The packaging design, press and TV campaigns, and online marketing activities will feature “real dogs” and their owners in order to reinforce the brand’s proximity to their customers.

Pedigree already attempted to improve customer trust a few months ago, with their Pedigree Puppy Internet campaign, and the Puppy Care guide, aiming at building strong relationships with puppy owners. While remaining consistent with the previous approach, this new revamp takes it one step further.

Even if the new campaign succeeds in fostering pets owner’s trust in the brand, in the end the dogs will be the ones who decide whether Pedigree is what they want to eat or not! In the case of Pedigree, the target customers (pet owners) are different then the ultimate consumers— dogs.