PEDIGREE(R) Food for Dogs Launches 2005 Global Brand Campaign

PEDIGREE(R) Food for Dogs Launches 2005 Global Brand Campaign New Campaign Reinforces Brand's Love of Dogs Through All Marketing and Internal Programs VERNON, Calif., Jan. 20 /PRNewswire/ -- "Dogs Rule" if you ask PEDIGREE Food for Dogs. Masterfoods USA, the makers of PEDIGREE(R) Food for Dogs, today is launching a new campaign as part of a broader marketing effort that communicates the brands' love of dogs. The campaign also underscores that at PEDIGREE, dogs really do come first -- from research from THE PEDIGREE CENTER, to the development of new products that help dogs live healthier and better lives, to the causes the brand advocates, PEDIGREE is always focused on what is right for dogs. The new global marketing effort features dogs at their best and the way owners see their own dogs, and will be accompanied in the U.S. by a national public relations/dog-advocacy initiative designed to reward those who adopt homeless dogs from shelters and breed rescue associations. Consumer promotions also will support the new campaign throughout the year. "We're seeing more and more that today's pet food consumers are truly dog lovers, people that not only love and cherish their own dogs, but also share an affection for all dogs. This sentiment is how we feel at PEDIGREE and this honest point of view will more centrally and truly be reflected in all we do," said Chris Jones, Marketing Vice President for Masterfoods USA Pet Care and Global Brand Strategic Leader for PEDIGREE. "As dog lovers ourselves, we want what's best for all dogs, and that's why at PEDIGREE we live, love, protect and celebrate all things canine." Global Advertising Campaign The global advertising campaign, created by TBWA\Chiat\Day Los Angeles, celebrates the things that people love most about dogs, and consists of print, online and television ads, as well as attention-getting outdoor creative in key markets across the United States including New York, Los Angeles and Chicago. "Great brands are not something that can be invented by an ad agency or a marketing department. We found in the PEDIGREE associates around the world a shared passion: the love of dogs," said Lee Clow, Chief Creative Officer and Chairman for TBWA\Worldwide and TBWA\Chiat\Day. "While many dog food brands just market what they sell, we are sharing the brand's soul." The print, outdoor and online advertising feature insightful images of dogs at different ages and stages engaging in activities that show dog lovers that PEDIGREE sees dogs and their idiosyncrasies, such as jumping to catch a ball, gazing with soulful eyes or napping. Images are supported by declarative copy -- such as "Dogs Rule" -- to make a connection with the nearly 45 million dog owners in the U.S. as well as resonate with the global dog-loving audience. In the U.S., print ads will appear in consumer, vet and dog enthusiast publications, including People, Time, Oprah and Rolling Stone and will run for six months. The television advertising will feature dogs being dogs. Each ad will share heartfelt beliefs about the brands' love of dogs and the joy dogs bring into each of our lives. Television support includes :60, :30 and :15 second spots that launch today on network, cable and syndicated channels and will air throughout 2005. Following the U.S. launch, the PEDIGREE campaign will air in countries around the globe including France, the United Kingdom, Mexico, China, Japan, Canada and Poland. Globally, PEDIGREE is committing approximately $200 million to this global advertising effort; more than half of that will be dedicated to efforts solely in the U.S. Public Relations Support for Homeless Dogs Together with the new advertising campaign, PEDIGREE will also bring their love of dogs to life in a truly tangible way. At the end of January, public relations efforts in the U.S. will announce the start of one-of-a-kind dog adoption initiative -- the PEDIGREE DOGS RULE Adoption Drive. It will encourage current and potential dog owners to visit shelters and breed rescue associations and reward them for adopting a dog in need of a good home at a time when love is top of mind -- Valentine's Day. The PEDIGREE Dogs Rule Adoption Drive program will kick off with targeted media relations efforts to spread the word about the program that pledges over half a million pounds of free dog food in support of homeless dogs. In fact, the initiative will provide a free year's supply of PEDIGREE to the first 1,000 people who adopt a dog over the Valentine's Day weekend (February 12 - 14). Additionally, to support the wonderful work done at shelters and breed rescue associations, PEDIGREE will also donate a matching year's supply of food for one dog to each of the organizations where the 1,000 adoptions take place. Finally, everyone who adopts a dog on Valentine's Day weekend will be eligible for a cents-off coupon for PEDIGREE Food for Dogs. Best in Show The public relations campaign will launch at the end of January in the run up to the Westminster (KC) Dog Show which is sponsored by PEDIGREE. Adds Chris Jones, "We hope that dog lovers everywhere will participate in the PEDIGREE DOGS RULE Adoption Drive initiative by making a place for a shelter dog in their homes over the Valentine's Day weekend. Additionally, for others considering adoption, attending or tuning into Westminster is a great way to learn more about breed behavior and characteristics to help dog lovers everywhere make an informed choice in finding a dog that's right for them." Consumer Promotions Support In addition to advertising and PR initiatives, there is also support from consumer promotions, using the new ad campaign as a platform on which messages are communicated. Support includes: multiple national FSIs; several months of strong in-store marketing; online promotions and e-newsletters running throughout the year. A Brand in the Dog House Living, loving and celebrating all things canine really comes to life beyond the brand support planned for PEDIGREE. In fact, the brand's offices based outside of Los Angeles, California, now prominently feature photos of associates' own dogs on the walls. And if you visit, you'll not only find photos of dogs but real-life dogs as well. That's because in conjunction with the ad launch, Masterfoods USA, makers of PEDIGREE Food for Dogs, has turned its offices into the ultimate dog-friendly environment. Potential associates are encouraged to bring their dogs with them on job interviews and current associates regularly bring their dogs to work. The company also offers health benefits for pets and photos of associates' dogs are featured on their business cards and security ID badges. PEDIGREE will also distribute a "Dogma" guide-book to all pet care associates outlining the company philosophy, bringing to life their commitment to bettering the lives of dogs through everything they do. PEDIGREE products are available at grocery, pet specialty and mass merchandise outlets nationwide. For more news about PEDIGREE, log onto http://www.masterfoodsnews.com/ . For more information on PEDIGREE products, log onto http://www.pedigree.com/ . About PEDIGREE PEDIGREE is the number one brand of dog food in the world, offering a wide variety of products for different dog life stages. As an innovative market leader, PEDIGREE is at the forefront of pet nutrition and understands pet owner needs by providing a range of innovative products and resources. About MASTERFOODS USA Masterfoods USA, the United States food, snack and petcare operations of Mars, Incorporated, is one of the world's leading food manufacturers. The combined food, snack and petcare segments are a symbol of excellence for quality brands with more than $5 billion in annual sales. Headquartered in Hackettstown, NJ, Masterfoods USA employs more than 7,000 associates in the United States, with 15 manufacturing facilities nationwide. The company owns some of the world's favorite brands, including M&M'S(R) Brand, SNICKERS(R) Brand, UNCLE BEN'S(R) Brand, PEDIGREE(R) Brand Food For Dogs and WHISKAS(R) Brand Food For Cats. Source: PEDIGREE CONTACT: Jody Menaker of Weber Shandwick, +1-312-988-2361, jmenaker@webershandwick.com , or Alice Nathanson of Masterfoods USA, +1-323-586-4939, alice.nathanson@effem.com Web site: http://www.masterfoodsnews.com/ http://www.pedigree.com/ ------- Profile: International Entertainment