Campaign details

Brand: Mars Petcare México
Agency: Porter Novelli México


Pedigree® needed to be positioned as the brand that leads adoption and animal welfare efforts in Mexico through its program "Pedigree Adóptame®", a platform that supports, trains and brings together organizations and individual rescuers focused on animal protection. To achieve it, Pedrigree® planned to have the biggest adoption event ever registered in Mexico.

In addition to communicate this event and position Pedigree® as a brand that cares about animal welfare and pet adoption, we needed to overcome the results of "Join The Good", Pedigree®'s 2016 event, in which they presented its new communication campaign and celebrate all the good things that dogs bring to your life, which has made it possible for Pedigree® to become a trending topic for the first time.

Research / Insights