Client: Mars
PEDIGREE® celebrated its 35th anniversary in Mexico by turning a brand milestone into a national cultural moment of gratitude. Built on the insight that people rarely express the “thank you” their dogs deserve, the “Thanks to You” campaign invited families, influencers, and communities to celebrate the emotional bond they share with their pets. The integrated strategy connected purpose, storytelling, retail activation, promotions, and culture. Through a partnership with Bioparque México, PEDIGREE® donated food to 35 dog shelters, making gratitude tangible. A national consumer promotion offering 35,000+ prizes, alongside a traditional‑trade incentive program, boosted engagement and strengthened performance across key channels. Influencers were central to the campaign’s amplification: 15 paid creators and more than 40 goodwill advocates generated over 200 pieces of content and 39M+ organic impressions. A collaboration with creator Sammy Rivers sparked an organic Trending Topic on X, demonstrating the power of authentic community participation. An exclusive anniversary concert featuring Carlos Rivera brought the message to life, generating 100+ influencer posts and 2M+ impressions from the event alone. Earned media delivered strong editorial impact with 88 placements, 5 interviews, and 10.88M impressions, valued at $64,865 USD. Both consumer and retail promotions exceeded KPIs, achieving 107.5% and 115.6% performance respectively, contributing to a total ROI of 1.23x. “Thanks to You” stands as a purpose‑driven, insight‑led, and culturally resonant campaign that moved audiences, strengthened business results, and reinforced PEDIGREE®’s leadership in canine wellbeing across Mexico.
