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Pedigree
From Shelter to Stage

RAN IN: United States

CLIENT
Mars Petcare

Scott Sutton - Sr. Director, Integrated Mktg. Comm.
Lisa Campbell - Sr. Brand Manager
Jeff Hingher - Sr. Brand Manager
Melissa Martellotti - Sr. Brand Comm. Manager
Arren Spence - Sr. Assoc. Brand Manager

AGENCY
Starcom MediaVest Group *Lead Agency

Beth Crane - VP, Director
Amy Harris - VP, Director
Erin Vogel - VP, Director
Lizzie Levin - Development Executive
Donna Schaefers - Development Executive


DigitasLBi


Weber Shandwick


SUMMARY

Pedigree had the opportunity to create a mutually beneficial synergy between the PEDIGREE Foundation's work with shelters AND the food. When we heard the Broadway revival of Annie, a beloved adoption story, was in the works, we knew this was our opportunity to show how extraordinary shelter dogs can be. PEDIGREE led the search for a shelter dog to play the character of Sandy and through our telling of this story, we signficantly increased visibility for the Foundation and the $1,000,000 donated by the brand, while helping increase share.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV,Events,Social Networking Applications

Audience: Dog Owners

Objectives: Build, change corporate image

Type: Business-to-Consumer

Classification: Local,National

Language: English