Pedigree Offers Food for Thought with Feed the Good

Pedigree has introduced the latest installment to its Feed the Good campaign, led by a spot depicting the story of General Howe’s Dog.

In conjunction with Independence Day, Pedigree has unveiled the latest installment to its Feed the Good campaign. Showing how humans and dogs benefit each other, the brand tells a true story from the Revolutionary War through a video entitled, General Howe’s Dog.

Recreating a actual occurrence from the historic 1777 event, the short film depicts how a dog makes its way into General George Washington’s camp amid all the fighting. The lost canine is identified as Commander-in-Chief of the British Forces, General Howe’s own.

General Washington’s decision on what to do with it illustrates the enduring affection people have for dogs and how it unites people even during the darkest moments. Colonial Williamsburg and mascot, Liberty the dog, will carry the campaign’s message through.

Liberty will wear the Pedigree bandana throughout Colonial Williamsburg, the largest living history museum in the United States, to drive awareness around the powerful narrative. A Briard, the canine is a familiar face and she serves as an ambassador to guests of all ages.

Colonial Williamsburg's mascot, Liberty the dog.
Colonial Williamsburg’s mascot, Liberty the dog.

“The true story of General Howe’s dog captures our Feed the Good message. Working with Colonial Williamsburg and Liberty to share the story makes this a special Independence Day,” said Brian Nugent, Marketing Director, Dry Dog Food at Mars Petcare.

The Feed the Good initiative debuted in 2015 and is based on the simple insight that dogs and humans benefit each other. The push features an array of compelling video content so as to incite conversation about the positive effect that dogs have on people.

Previous videos include A Vote for Good, a social experiment showing how even people with opposing political views during a divisive election can be united by a lost dog, and Pick Me, a thought-provoking spot focused on the human benefits of rescuing a dog.

Pedigree is a global Animalis Edition winner of the 2017-2018 World Branding Awards under the Dog Food – Dry/Kibble category.