"Ultimate Nutrition Choice: PEDIGREE Campaign with Jemimah Rodrigues"
Mars Introduces Digital-First Campaign for PEDIGREE in India
Mumbai: Mars has unveiled a new digital-first campaign for the PEDIGREE brand in India, partnering with Indian cricketer and pet parent Jemimah Rodrigues. The campaign focuses on the evolving landscape of modern pet parenting, advocating for a shift towards more informed, nutrition-centric feeding while prioritizing the taste preferences of pets.
PEDIGREE® Gravy, equivalent to the protein content of 8 chicken livers¹, offers 100% complete and balanced nutrition when fed as directed. This product presents a delectable and nourishing option for pets. Jemimah Rodrigues, renowned for her dedication, vitality, and performance-oriented approach both in cricket and as a pet parent, lends her influential voice to the campaign. She emphasizes the significance of making optimal feeding choices for pets.
Positioned as an everyday feeding solution, PEDIGREE Gravy is endorsed by the Waltham Petcare Science Institute, showcasing Mars Pet Nutrition's prominence in the wet food segment in India. By amalgamating extensive global nutritional research with locally aligned formats, the brand has notably facilitated a more instinctive approach to balanced nutrition, serving as a complement to homemade meals.
Ayesha Huda, CMO of Mars Pet Nutrition India, reiterates the brand's commitment to promoting the gravy category in India. Leveraging insights from the Waltham Petcare Science Institute, Mars has effectively shaped perceptions around wet food as a comprehensive nutritional choice that resonates with familiar feeding customs.
In her statement, Huda explains the evolving intent of pet parents, highlighting a prevalent disparity in everyday feeding practices characterized by excessive dependence on homemade fare, potentially failing to meet pets' dietary requirements. PEDIGREE® Gravy aims to bridge this gap by merging irresistible taste with complete, balanced nutrition, rendering superior feeding decisions more straightforward, relatable, and integrated into daily routines.
Jemimah Rodrigues underscores the sentiment, expressing her belief in holistic pet care that transcends mere feeding routines, mirroring the nutritional essence pivotal in sports performance. Emphasizing her pet Jade's genuine fondness for PEDIGREE Gravy, she underscores the dual benefit of palatability and nutritional integrity offered by the product, reflecting the campaign's focus on the vital yet straightforward moments that hold significance for pet parents.
This campaign rollout underscores Mars' broader commitment to propel category expansion and enhance awareness regarding wet food as a comprehensive daily feeding alternative, while urging more pet owners to embrace scientifically formulated nutrition.
View this post on InstagramA post shared by Jemimah Jessica Rodrigues (@jemimahrodrigues)
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