Mars is re-launching Pedigree

Mars is re-launching its Pedigree dog food brand in a staggering $7 million (EUR8.1 million) marketing blitz. The firm claimed the re-launch is designed at increasing consumer trust in the brand. The campaign tags the product as "Good Honest Food" and the firm is claiming it to be the biggest brand development in the history of the brand. Pedigree will carry the strap line that it is the first dog food producer to contain meat that is traceable back to the farm. Money will be spent on improved packaging as well as changes to the food itself.