PEDIGREE, owned by Mars Inc., has introduced an AI-led platform, melhoramigo.ai, to simplify and personalise the dog adoption journey in Brazil.
The campaign began with a subtle rollout across São Paulo, using unbranded black-and-white visuals that positioned the platform as a new AI-powered companion tool. This approach sparked curiosity and conversation, especially when Brazilian creator Felca engaged with the idea, questioning AI-driven companionship and triggering wider discussions around loneliness and digital behaviour.
Once the brand reveal took place, the narrative shifted. Rather than positioning AI as a substitute for real relationships, PEDIGREE framed it as a facilitator of real-world connections. The platform connects users with dogs from shelters and NGOs, guiding them through the adoption process in a more structured way.
Instead of simple browsing, users answer questions about their lifestyle, preferences, and expectations. Based on these inputs, the AI suggests suitable dogs, making the experience more personalised and thoughtful. The goal is to ensure better matches between pets and owners, improving long-term adoption outcomes.
Created by AlmapBBDO, the campaign keeps technology in the background while focusing on the emotional core of adoption. By using AI as an enabler rather than the hero, PEDIGREE reinforces its long-standing mission of promoting responsible pet ownership.
Overall, the initiative demonstrates how technology can be used meaningfully-guiding people toward real companionship while supporting a cause that goes beyond marketing.
