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 to expand the category, increasing its 28% household penetration by 3% across Latin America.