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



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 fresh food remained very high across the region, reaching 60%-70% in markets such as Chile (Euromonitor). The lack of education about petcare became evident, highlighting a great growth opportunity for Pedigree which, besides leading the category, had a strong loyal base of 57% of pet food consumers (TGI Latina). Pedigree’s role as leader was...

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