Client: Mars Petcare Australia– Pedigree Small Dog food
Creative: Bruce Baldwin and Michael Syme
Brief: Launch a new range of dog food specially formulated for small dogs.

Before the introduction of this product, specialist food for small dogs was all about pampering precious lap-dogs. But Pedigree’s research indicated that there was a large population of small, feisty, active dogs with a totally different set of dietary requirements. These are small dogs with big hearts – and that’s what their owners love about them. So that’s what we set out to celebrate in our advertising.