M&C Saatchi’s first work for Mars since it landed a place on the
multinational giant’s roster in May breaks at the weekend.
The pounds 9 million relaunch of Pedigree’s famous Whiskas catfood brand
carries a new catchline - ‘New Whiskas with added satisfaction.’ The
campaign will run on national TV and posters over a three-month period
in a bid to regain brand leadership for Whiskas in the UK.
M&C Saatchi prised the relaunch campaign from the grasp of the incumbent
agency, DMB&B, less than 12 months after setting up.
Pedigree’s parent company, Mars, was a long-standing client of Saatchi
and Saatchi before the controversial ousting of Maurice Saatchi from the
agency group now known as Cordiant at the end of 1994.
As a result of Maurice’s departure, the Mars brothers pulled all their
global accounts from Saatchi and Saatchi and its sister agency, Bates
Maurice kept in constant touch with Mars in the intervening months and
was rewarded for his efforts with the Pedigree coup, first revealed in
Campaign (3 May).
No-one at Pedigree or M&C Saatchi was available to comment on the new