Feed a Friend. Fill the Bowl

Championing the goodness in all dogs by feeding shelter pets in need — one bowl, one act of kindness at a time.

I led the strategic development and activation of the Pedigree “Fill the Bowl” Purpose Campaign across Southeast Asia, a first step in bringing Pedigree’s brand purpose to life — to create a world where every dog has a loving home. Through consumer insights, we recognized an opportunity to combat breed bias and promote dog equality by focusing on something simple but deeply meaningful: feeding shelter dogs. I crafted the regional messaging strategy around a powerful yet accessible promise — for every purchase of Pedigree, a meal would be donated to a shelter dog, reinforcing Pedigree’s commitment to feed the good in every dog, regardless of breed or background.

The campaign featured emotional creative storytelling, a strong omnichannel media presence, and a real-time donation tracker that visualized the positive impact of consumer participation. This initiative strengthened Pedigree’s emotional equity, engaged communities across Malaysia, the Philippines, and Thailand, and brought to life a purpose that celebrates all dogs equally.