“My Ideal Dog” with Animal Planet matched families with their perfect pet and documented its arrival from a certified Pedigree Shelter. The show was hosted by a dog expert and psychologist who built credibility and generated consciousness about the millions of stray dogs available for adoption in Pedigree-sponsored shelters.

The show revolved around the adoption process with expert recommendations on the ideal dog for each family’s lifestyle, reinforcing core brand messages and educating pet owners on the responsibility of owning a dog, while providing families with tools to incorporate the new family member. During the show, tips on how to treat new dogs were presented while viewers were entertained by exchanges.A social media platform connected and facilitated dialogue with pet lovers across LatAm. Adoption information for each country, expert tips on nutrition, training and development, live expert conversations and message boards were available. Communication extended through POS and PR, pan-regionally and locally.

2010 vs. 2009:• Sales: +8%.• Pedigree Penetration: +4.4%.• +9.8% Brand Loyalty.

• +3%ppts Brand Awareness.Dog-Adoption:• +38% Brazil.• +114% Mexico (applications +163%).• +60% Puerto Rico.• +55% Colombia.• Latin-Americans are 15% more likely to adopt than before the show!• 77% who watched the show are likely to adopt; 92% recommend adopting.Media/Content:• 73% Pan-Regional reach (objective: 63%).• +25% savings over regular campaign.• +32% Animal Planet’s average daily rating.

• 7 million impressions in www.miperroideal.com.• +85 free articles reaching 9 million consumers.• Search: +29% Pedigree/ +51% dog adoption.Great Fit:• 88% believe Pedigree and “My Ideal Dog” fit well together.