PEDIGREE has launched a new digital-first campaign featuring Jemimah Rodrigues, aiming to shift pet parents towards more balanced and nutrition-focused feeding habits.

Video Link: https://www.instagram.com/reel/DXJzKCKDd3o/?utm_source=ig_web_copy_link&igsh=NTc4MTIwNjQ2YQ==

Led by Mars Pet Nutrition, the campaign centres on PEDIGREE Gravy, positioning it as a complete everyday meal for dogs. It highlights the need to move beyond reliance on home-cooked food, which may not always meet pets’ nutritional requirements.

The campaign uses cricket-themed films to draw parallels between nutrition in sports and pet care, showcasing everyday moments between pet parents and their dogs. By blending relatability with education, the brand simplifies the idea of balanced feeding while maintaining taste appeal.

Backed by research from the Waltham Petcare Science Institute, PEDIGREE Gravy is positioned as a solution that fits into existing feeding habits while improving nutritional outcomes.

With pet ownership on the rise in India, the campaign reflects a broader shift in consumer behaviour-from basic care to more informed, health-conscious decisions. By leveraging a known face like Jemimah Rodrigues, PEDIGREE aims to make the message more accessible and relatable.

Through this initiative, the brand continues to build the wet food category in India, reinforcing gravy-based meals as both enjoyable and nutritionally complete for everyday feeding.