PEDIGREE Teams Up with 'Nonna' to Unleash Sauciest Innovation Yet for Dog's Dinners

The PEDIGREE brand is launching an integrated marketing campaign that illustrates how sauce has been a household staple in family recipes for generations.

In the countryside of Italy, there was once a Nonna famous for her sauce. People would gather by her kitchen window, hoping to taste it. But they never did. Because Nonna’s sauce was only for dogs. Because PEDIGREE doesn't have a Nonna, it's created a sauce of its own: PEDIGREE DRIZZLERS Sauce. And just like hers, our sauce is only for dogs.

The ad from BBDO is currently airing on TV, online video, social and digital direct. As part of the ad spot, the extended program features a partnership with Summer House reality star, West Wilson, influencer amplification and social media content on the brand’s channels and PR.

As a part of the partnership with West Wilson, the brand is teaming up with him to host a hot dog stand in New York City on Saturday, May 17th where pet parents can bring their dogs to taste test the new saucy innovation, while they enjoy a hot dog themselves.

"Sauce is key to adding flavour and dogs can now enjoy a tasty mealtime with a sauce of their own, PEDIGREE DRIZZLERS," said Wilson. "Ever since I learned that so many dogs are eating sauceless meals, I realised just how passionate I am about making dogs' meals across the country saucy."

"The PEDIGREE brand knows that sauce and flavours play an integral role in food culture for people, and we wanted to give dogs the chance to experience these delicious flavours, too," said Jean-Paul Jansen, chief marketing officer, Mars Pet Nutrition North America. "We recognize that our pets are an extension of our families and with the launch of our newest innovation, PEDIGREE DRIZZLERS Sauce, we are giving dogs the opportunity to enjoy their mealtimes with new flavours just like we do."