We developed a Kids Show for Pedigree, a TV program about friendship and the adventures of a pet and his owner, “Junior and Max 1000 Aventuras Juntos”, and showed it in Discovery Kids, the most popular educational TV Station for Argentinean kids.The show was presented by the station’s main character just as another TV program, making moms and kids believe that it was part of the station’s programming. The program had memorable characters that appealed to kids. Frequent episodes provided continuity.

25.000 samples and 15.000 postcards.Pedigree trial growth 58% to 60%.Consumption level grew 17% in the last year.Requests for Junior & Max merchandising, toys and more stories.

Due to action’s success, client decided on new stories for 2008.