Pedigree Adoption Drive, Pedigree and Numerous Dog Shelters
This program was designed to raise money for dog shelters nationwide and increase awareness of the dog adoption cause through shelters while positioning Pedigree as a brand that loves dogs and understands the dog-owner relationship. By donating a percentage of the sales of each bag of Pedigree sold to benefit dog shelters, Pedigree included retailers and consumers in the effort. Supported by advertising, PR and promotion, the program raised $750,000, generated 51 million media impressions, engaged more than 80% of Pedigree’s key retailers and helped Pedigree top $1 billion in sales for the first time.