They say you can’t teach an old dog new tricks; however, we respectfully disagree.

Pedigree has spent the last 40-plus years providing quality food for dogs, but the brand had lost step in the face of new competition, and it’s canned food range was proving difficult for consumers to shop. It was time for something new—a way to show consumers the Pedigree brand is still best in show.

Our strategic and creative efforts centered on making it easier to discern texture, variety, and flavor. The first step was bringing the food front-and-center with updated food photography that brings undeniable appetite appeal (heck, we kind of want to try some!)

A new navigational structure, texture-specific backgrounds, and strong typography all come together to enhance shop-ability.

Variety names, color coding, and enhanced photography showcase lick-your-lips human food flavor cues with imagery that helps better identify the food owners know their dogs love.

Pedigree cans are now fetching customers – old and new.