Pedigree launches dog adoption drive

Launching on 1st January 2008, The Pedigree Adoption Drive will be supported with a £4.5 million campaign, demonstrating Pedigree’s commitment to raising money and awareness about the issue of homeless dogs in the UK.

For every Pedigree product sold the brand will donate money, raising up to £500,000 in the first three months. The campaign, fronted by a high profile television personality (to be announced), will create nationwide consumer excitement and awareness via TV advertising, press, outdoor poster sites, direct mail, in-store point of sale, promotional deals, and PR activity including show-casing the campaign at Crufts.

The Pedigree Adoption Drive campaign is the biggest ever brand initiative for Pedigree and is the first campaign that Pedigree in the UK will use packaging that carries the campaign messaging across the majority of the items in its range.

Consumers can engage and interact with the campaign by visiting www.pedigreeadoptiondrive.com, a website inviting dog lovers to pledge their support for the campaign by purchasing a campaign T-shirt and follow the journey of the abandoned dogs featured in the advertising that are being cared for at Battersea Dogs & Cats Home.

The site also hosts a search facility to help people who are looking to give a loving home to an abandoned dog, find local re-homing centres.

Angie Phillips, Mars Pet Food Trade Relations Manager says: “This is a huge campaign for Pedigree and one that we believe passionately about. Pedigree believes that every dog deserves a loving home and the new Pedigree Adoption Drive campaign will raise not only money but also awareness of this important issue. Retailers can really get behind this incredible campaign in a number of ways, whether it be taking advantage of the amazing in-store displays and offers available from Pedigree or donating money themselves.”

Angie Phillips added: “The campaign will have huge visibility across the UK from TV, press and digital media to outdoor advertising with the full support of retailers Pedigree can make a huge difference to the lives of thousands of homeless dogs in the UK today.”