Celebrating Differences: How Pedigree Built Stronger Bonds Through Better Nutrition

Transforming Southeast Asia's pet care culture by honoring what makes dogs unique — and nourishing it with the right love, the right food, and the right brand.

I led the development and execution of Pedigree’s "Their Difference Makes the Difference" platform across Southeast Asia, transforming how pet parents viewed love and nutrition for their dogs. The project tackled the deeply rooted belief that feeding home-prepared family food was the ultimate act of care. By uncovering deep consumer insights and reframing the conversation emotionally, we celebrated dogs' unique needs and positioned Pedigree as the right way to nourish what makes them special. I oversaw the full 360° execution — from crafting compelling creative storytelling to driving digital campaigns, retail activations, and expert-led endorsements. This initiative successfully strengthened Pedigree’s emotional connection with pet parents and reinforced the brand’s leadership in responsible, thoughtful pet care.