General Howe’s Dog

A true story…


Pedigree spent a lot of money on this.

Obviously, it’s not intended to sell dog food. It is not transactional.

It’s designed to make you remember Pedigree and think well of it when you do.

For dog lovers, the target of all their advertising, it reinforces everything we believe about our dogs, and about ourselves.

If only Radio could learn this simple lesson and apply it in every market around the world.