Vme sells first of 10 brand entitlements to Pedigree for original series MiMascota

Vme announced a partnership with the world’s leading petcare brand, Pedigree Food for Dogs, for the entitlement of its original program MiMascota (My Pet).As part of the entitlement offer, beginning in third quarter, Vme’s program will be renamed MiMascota presentado por Pedigree. Vme will produce special vignettes about the care of dogs featuring MiMascota presentado por Pedigree’s host, Ricardo Timmermann. These vignettes will run on Vme, {VmeTV.com} as well as Pedigree Brand’s website, {www.pedigree.com}.The partnership was put together by Vme’s sales team, Pedigree Brand and its media agency, Starcom.“Pedigree’s entitlement is a perfect example of how a brand can take advantage of Vme’s original programming to showcase brand attributes and connect with Hispanic consumers through relevant content,” said Patty Marrero, SVP and director of Sales at Vme. “We’re thrilled about this partnership with Vme. Hispanic marketing is a big area of focus for Mars Petcare, so we are always looking for new and innovative ways to connect with our consumers. This entitlement of MiMascota was custom-made for us, so it truly is a perfect fit,” said Tina García, Marketing director, Mars Petcare US.