Pet Economics 101 Super-sized Pedigree hits the Super Bowl

About three million bucks. That’s what Pedigree paid for its excellent, thirty-second spot to air during tomorrow's Super Bowl. And that figure won’t include the cost of the ad’s development...or of it’s high profile “adoption drive,” apparently manufactured by Madison Ave to assuage the conscience of those who must down-size on dog food in this withering economy.

In a year where the big guys are avoiding big spending at all costs, what does it say about our industry when a pet food manufacturer steps up with enough cold, hard cash to front a Super Bowl gig?

It says, “the auto industry may be long gone from the game’s ad roster but pets and beer are still big business.”

All unnecessary roughness against Pedigree aside, it’s clear that the pet industry is still thriving relative to others. It’s true, I won’t be losing my job anytime soon. And the likes of Pedigree can showcase their food on the priciest Super Bowl spot to be had...with no trace of kibble in sight.

Whatever we might say to disparage the M&Ms of dog food, shouldn’t none of us complain too bitterly. After all, Pedigree’s adoption drive campaign is a far better way to spend behemoth Mars’s cash than any other I can think of. That’s why, on this Super Bowl Sunday I can happily say...

...super-size me with your ads, Pedigree. Get those pets adopted. It’s all good...a long as praising your game doesn't mean I have to feed your food to my pets.

January 31st, 2009

Add Comment38 Comments

I'd much rather watch a Pedigree ad during the SuperBowl than attend a Mets game at Citi (Taxpayer $) Field. Besides, images of adoptable pets are much more cuddly than bankers. : )

Posey January 31st, 2009 12:25:15 PM

Good on Pedigree for doing the adoption drive. Giving back out of profits for the true benefit of animals is a great thing to do, so kudos to them on that one.

I just wish someone from the raw food lobby had 3 million to drop on a raw meaty bones advert.

Circe January 31st, 2009 12:33:12 PM

I've seen the "maybe you should get a dog" spots on the website - I have to say that the 'taking the rhino for a walk' spot is hilarious.

Also a good pick in getting David Duchovny for the voiceovers - he's the perfect dog voice.

It won't change my food choices for my dog, but they're great ads and if they increase adoptions, all the better.

Cindy January 31st, 2009 01:43:35 PM

Even in these economic times, people are still wanting to add pets to their households. And most people still seem to think "buy a puppy" when they want a new pet. As Nathan Winograd has been saying all along, if only a few percent more people go to a rescue or shelter for their new pet then soon the shelters and rescues will be nearly empty - with no need to pass laws prohibiting the intentional breeding of dogs.

From what I hear, the reasons people are reluctant to adopt dogs are much the same as the reasons people are reluctant to buy a used car (despite the fact that adopting an adult dog is almost always MUCH easier than raising a puppy; and buying a used car pretty much ALWAYS makes vastly better sense than buying or leasing a new car) - either they're afraid of getting someone else's "problem", or they just want a "new one". You can't do much about the latter opinion, but you can do a lot to educate people about the fact that most rescue/shelter dogs (like most used cars) don't have anything wrong with them - and there are easy ways to identify and avoid problems that may be there.

So Kudos to Pedigree... but I agree that this isn't going to make me buy their products!

Barb January 31st, 2009 02:10:41 PM

All my cats have been rescues but, having had cats my whole life, I felt able to evaluate them and the them/us potential. Until recently, I wouldn't have felt comfortable doing that with a dog and it's a heart-rending nightmare to think of bringing one home and it not working out. There's more information out there now but shelters need to do a better job of evaluating too.

The beef and other meat industries DO have money. I can't for the life of me understand why they don't do some raw feeding promotion unless their afraid of the gorilla pet food industry, a major custormer for them.

PJBoosinger January 31st, 2009 03:59:04 PM

Don't forget Animal Planet's "Puppy Bowl V" which is usually on the same time as the Super Bowl.

Like everyone else, I like that a pet food company is promoting adoption. And, like everyone else, it still won't convince me to use their food.

PaulaO January 31st, 2009 07:33:44 PM

The Puppy Bowl starts at 3pm EST and runs for the rest of the day. :)

Lis January 31st, 2009 07:51:55 PM

Well, we did our part recently! After Cooper's death three weeks ago (thanks for the condolences that many of you sent), we adopted a border colllie mix, Zeke, from the animal shelter. He was nearing the end of his time there, and we couldn't understand why no one had adopted him! He is a sweet, well-behaved dog, and has bonded well with us, and gets along great with our other dog and cats. One of the shelter workers said that he was just waiting for us!

I agree, I'm glad Mars is dong this, but I won't use their product!

Sassy January 31st, 2009 08:20:02 PM

hey, these are great posts. glad you all love dogs so much. you guys know that you can support the pedigree adoption drive cause without feeding pedigree to your dogs, right? you can donate a few bucks to their 5013C at dogsrule.com (which goes to shelters nationwide), or just buy a bag of pedigree every once in a while and give it to a shelter. i feed my dog wenawae, but i pick up a big bag of pedigree once a month and give it to the west LA shelter. They're happy to get a food as good as Pedigree.

chris February 1st, 2009 02:43:14 AM

And also don't forget the Kitty Halftime show on Animal Planet! Like everyone else - kudos to Pedigree for promoting adoption but no to buying their food.

2CatMom February 1st, 2009 10:47:11 AM

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