Pedigree Makes Dramatic Shift

Kal Kan Brand Takes Spotlight Off Breeders in Grey Campaign
LOS ANGELES–Grey Advertising has unveiled the first in a series of commercials for Kal Kan Foods’ Pedigree dog food that marks a departure from past campaigns.
The new national TV spots and print executions from the Los Angeles agency focus on dogs instead of on the breeder endorsements that have been central to the brand’s advertising for the past 15 years.
“That was a very bold move,” Grey creative director Peter Mooney said of the client’s decision to shift gears with the creative direction.