Pedigree's ad campaign takes a quirky and relatable approach to marketing, appealing to Millennials that aren't quite ready to start a family. Research shows that young people are waiting longer to have families, and Pedigree is using this information to their advantage by encourage those people to start with a dog instead.
The ads feature dog owners interacting with tired and frustrated parents ending with the tagline "Take a baby step into parenting." For example, in one ad, an exhausted mother tries to clean off her messy child at a restaurant. She turns to a dog-owning stranger looking for advice, to which the stranger replies "use a hose." The ad then cuts to the woman and her dog playing with a hose.
Image Credit: Pedigree
Pedigree's Ad Encourages Young People to Get a Dog Instead of a Baby
Ellen Smith — November 27, 2020 — Marketing
References: mypedigree & adweek