Mongrel dogs are set to take centre stage as part of Masterfoods’ £27m marketing campaign to reposition its Pedigree dogfood brand to a wider audience

In new TV ads, to be aired tomorrow (February 6), mongrels and cross-breeds will feature for the first time alongside pedigree dogs.

The commercials will picture the pets in a variety of familiar everyday situations, accompanied by a new ‘It’s a dog thing’ strapline.