Masterfoods is supporting its Pedigree brand with a £2.5m ad campaign. 'What's your dog thing' celebrates the relationship between dog owners and their dogs and is the biggest brand initiative by Pedigree for 10 years.
TV ads will direct dog owners to an interactive website where they can enter their pets to become one of 12 faces for the 2007 Pedigree calendar. Other action includes media partnerships with The Mirror, Take a Break and Bella. On-pack offers will also feature on products.