The idea is based on the concept of habituation, which is the process of becoming accustomed to a particular stimulus or behavior. In the case of dog food, it is thought that once a puppy starts eating a specific brand, they may develop a preference for it due to the taste, smell, and texture becoming familiar to them.

Pedigree creates its first Point-of-Entry Marketing to target new puppy owners through veterinarians and dog breeders. New fur parents get to receive a Pedigree Dog House kit that contains membership forms, a pack of Pedigree Puppy, and a booklet for responsible dog ownership.