Masterfoods launched its latest television commercial for Pedigree with Meaty Bites in June this year, featuring a young man and his dog, both chewing, both checking out the talent, both enjoying the groove. The Pedigree Chewing Dog ad begins in a local neighbourhood with a stationwagon driven by a young man chewing gum to the beat of his car stereo and blowing bubbles. In the back seat is a dog imitating the driver, chewing gum to the beat. The car passes a young woman by a shop advertising fresh range eggs and fruit. She catches the eye of the dog, smiles, and shows that she also can chew. The dog catches the eye of the driver, evoking understanding and laughter. Beside the dog is a large bag of Pedigree with Meaty Bites. The super: “New with Chewy Moist Meaty Chunks. We’re for Dogs.”
The Pedigree with Meaty Bites campaign was developed by Whybin/TBWA, Melbourne and TBWA\Hunt\Lascaris, Johannesburg, whose teams included art director Kirk Gainsford, copywriter Avi Pinchevsky, senior account director Hazel Tiernan and account manager Kate Silver.
Music was composed by Alun Richards of Cut & Paste Generation.
Senior brand manager for Pedigree Australia was Cathy Knight. MasterFoods Australia New Zealand Petcare is a part of Mars Incorporated.