MFANZ-Petcare’s global Dog segmentation study identifies 14 different consumer segments within their product repertoire – Pedigree Meaty Bites falls within the D4,5,8&9 segments, which encompasses variations amongst adult targets.

Our in-depth media analysis identified the unifying characteristic between the four Pedigree segments was the ‘friend and companionship’ relationship with their dog - and the underlying insight being ‘companionship moments with my four-legged friend’.Tapping into this insight enabled us to communicate the ‘biggest news in dog food since the bone’ to adult buyers and dogs alike – with the creative and media working synergistically to deliver results.