My Ideal Dog

Pedigree, the petfood brand owned by Mars, wanted to grow the market for packaged dogfood by attracting new users who were likely to stick to the first petfood brand they bought.

My Ideal Dog

MPG

INSIGHT

Pedigree is leader in the pet care category in Latin America. Pedigree’s regional goals were to increase sales by 7.5% and SOM by 1% in H1 2010 versus H1 2009.

The brand was facing two main challenges:

  • Pet consumption of home fres

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