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Pedigree
Pedigree Adoption Drive

RAN IN: United States

CLIENT
Mars Pet Care

Rob Leibowitz, VP Mktg. Mars Petcare
Chris Jones, General Mgr. Mars Petcare
John Anton, Brand Mgr. Mars Petcare

AGENCY
TBWA\Chiat\Day *Lead Agency

Corey Mitchell, Managing Dir. - Account Services
Margaret Keene, Associate Creative Dir.
Chris Adams, Associate Creative Dir.
Rob Schwartz, Executive Creative Dir.
Carisa Bianchi, President
Cathy Saidiner, Masterfoods Account Dir.
Brynn Bardacke, Pedigree Account Dir.
Jodi Coppernoll, Planning Dir.
Amy Farias, Account Supervisor
Brian O'Rourke, Senior Producer


Grey Interactive


Catapult Marketing


Weber-Shandwick


SUMMARY

Every year, 3 million dogs go into shelters but only 1.2 million of them find homes. Pedigree's Adoption Drive raised awareness of dogs in shelters and gave consumers a way to help them. When consumers bought Pedigree products, Pedigree donated a percentage of profits from every Pedigree product to dog shelters. As a result of the campaign, Pedigree was able to increase sales and share of market despite the shrinking dog food category.

CASE VIDEO


Language: English