The media team got the idea to give the brand the time and environment to develop its communication claims through Pedigree show within a morning TV magazine.Zoology structure of the show made its incorporation in the magazine smooth and interesting thus surpassing TV station reservations (about TV-Radio committee).Moreover, the exploitation of expert element of Pedigree campaign (TVC hero being a dog expert) made brand presence in the studio normally conceived.Media Effectiveness:Eight appearances (every Friday during two months)160 GRPs16% coverage13.3 O.T.S. at 5% of Pedigree 2002 media budget.