Pedigree Pro - High Protein Range

I led the Pedigree Pro – High Protein Range project for Mars Petcare, a strategic innovation designed to expand Pedigree’s footprint in the growing Mainstream Premium segment across Southeast Asia.

Working Cross-functionally with Top commercial, R&D, Marketing teams, and BBDO Creative Agency, I drove the development and launch of a differentiated high-protein product line — from consumer insight validation, product and kibble innovation, to full 360° commercial execution including digital campaigns, KOL activations, vet endorsements, and in-store visibility programs.

The launch successfully achieved 100% distribution within three months and contributed to a +5% growth in total mainstream volume within six months, strengthening Pedigree’s leadership and accelerating brand premiumization across Southeast Asia’s dynamic pet care markets.