How PEDIGREE® Utilizes AI to Promote Responsible Dog Adoption in Brazil

PEDIGREE® Leverages AI for Dog Adoption in Brazil

In an exciting new initiative that blends technology and compassion, PEDIGREE®, the leading dog food brand, has unveiled its latest campaign, featuring the innovative platform Melhoramigo.ai. This new digital tool aims to facilitate responsible dog adoption across Brazil by leveraging artificial intelligence.

The Concept Behind Melhoramigo.ai

On April 6, 2026, in São Paulo, PEDIGREE® acknowledged its role in a mysterious AI-enhanced campaign that initially caught the public's attention with its enigmatic approach. The primary objective was to connect individuals looking for dogs with available pets at local NGOs through compatibility tests. The effort is part of PEDIGREE’s long-standing commitment to animal welfare, which has seen over 88,000 pets find loving homes over the past 17 years through its program, Adotar é Tudo de Bom (Adoption is All Good).

The Two-Phase Campaign

Developed in collaboration with the advertising agency AlmapBBDO, the campaign was rolled out in two distinct phases. Initially, a series of monochromatic ads appeared at strategic locations across São Paulo, hinting at a groundbreaking AI capable of matching potential dog owners with their perfect companions. The social media sphere was ignited by influencer Felca, who stimulated conversation about the application of AI in fostering friendships.

In the second phase, the mystery unraveled as the campaign introduced the platform Melhoramigo.ai. It emphasized that while AI can facilitate connections, it cannot replace the genuine companionship that a dog provides. By answering specific questions about their lifestyle and preferences, users can discover dogs that are compatible and available for adoption in their vicinity.

A Growing Community of Dogs Ready for Adoption

Melhoramigo.ai currently features over 300 dogs, all carefully selected in collaboration with the Instituto AMPARA Animal. This initiative not only shines a spotlight on the importance of responsible pet ownership but also reflects the growing trend in the mental wellness community regarding the positive effects of pet companionship. Research from the Waltham Petcare Science Institute reveals compelling insights: 86% of people acknowledge pets’ positive effects on mental health, while 69% affirm that having a pet can alleviate stress and anxiety. Furthermore, 63% view their pets as true friends.

A Commitment to Well-Being

Ricardo Marinho, the marketing lead for PEDIGREE® at Mars Pet Nutrition Brasil, remarked on the intrinsic benefits of the human-dog bond, stating, "The connection between people and dogs offers a myriad of advantages—from the joy of being greeted at the door to the unconditional love and companionship they provide. In a world that prioritizes authentic relationships and well-being, we have harnessed AI to amplify a mission that we have championed for years."

In summary, PEDIGREE’s innovative use of AI through the Melhoramigo.ai platform not only promises to enhance the dog adoption process in Brazil but also reinforces the brand's unwavering commitment to the welfare of animals. By making connections between people and dogs, it aims to foster a community of responsible pet owners and highlights the countless benefits of dog companionship.

Whether you are contemplating bringing a furry friend into your family or simply wish to support animal welfare, PEDIGREE® is leading the way by redefining the future of dog adoption through technology and compassion.