Pedigree Launches New Global Campaign ‘Good Then, Better Now’ via Colenso BBDO

Why It Matters

By tapping nostalgia, Pedigree seeks to differentiate itself in an increasingly crowded pet‑food market and deepen consumer loyalty, which could translate into higher market share.

Key Takeaways

• Pedigree partners with Colenso BBDO for worldwide “Good Then, Better Now” campaign.
• Campaign uses user‑generated childhood pet photos to evoke nostalgia.
• Launch starts in the US across social, print, and AV channels.
• Rollout will expand to additional markets later in 2026.
• Highlights growing competition and complexity in the pet‑food sector.

Pulse Analysis

Nostalgia‑driven advertising has become a powerful tool for legacy brands seeking relevance among younger consumers, and Pedigree’s latest effort is a textbook example. The pet‑food category, once dominated by a few household names, now faces a surge of boutique, premium formulas and direct‑to‑consumer startups. By foregrounding authentic, user‑submitted images of dogs that grew up alongside the brand, Pedigree reasserts its heritage while subtly positioning its products as the trusted choice amid a crowded shelf.

The creative execution, crafted by Colenso BBDO, stitches together real childhood photos and home videos into a multi‑channel narrative that rolls out across social platforms, print magazines, and audio‑visual spots in the United States. This media mix maximizes reach: short‑form video clips thrive on TikTok and Instagram, while print placements capture older demographics still loyal to traditional advertising. The campaign’s tagline, “Good Then, Better Now,” creates a temporal bridge, suggesting that the brand’s historic quality has evolved to meet modern nutritional standards.

From a business perspective, the initiative could boost Pedigree’s share‑of‑voice and drive incremental sales as consumers translate emotional resonance into purchase intent. The phased international rollout signals confidence that the formula will resonate beyond the U.S., potentially strengthening Pedigree’s position against premium competitors. Moreover, the user‑generated content approach reduces production costs and fosters community engagement, turning customers into brand advocates. As the pet‑food market continues to fragment, campaigns that blend heritage with contemporary storytelling are likely to set the benchmark for effective brand differentiation.