Pedigree announced June 16 the biggest brand re-launch in the product's history. "Good Honest Food" is a new US$11.5 million marketing campaign aimed at promoting consumer trust in dog food and will focus on new recipes, improved appearance and improved nutritional content of Pedigree's core range.

"Our customers are demanding to know more about the content of the petfood they buy," said Wayne Tessier, convenience sales director at Mars Petcare, parent company of Pedigree. "It's important to communicate the quality of our products and reassure pet owners that Pedigree is made up of exactly what their pet needs."

'Good Honest Food' will work to dispel petfood myths and reassure dog owners that Pedigree contains only quality ingredients.