Canine idiosyncrasies are the inspiration behind a £2.5m ad campaign for Pedigree dogfood - the brand's biggest spend for ten years.

Former Arsenal and England goalkeeper David Seaman will feature in marketing activity, from now until September, on a 'What's your dog's thing?' theme. All communications will drive dog owners to an interactive web site, where they can enter their dog to be one of 12 calendar models as well as make contact with other dog lovers.

TV and press advertising will break in mid-May. Activity also includes direct mail.