PEDIGREE Adoption Drive: Doggelganger

Dave Munn and Hayley Pardoe
Colenso BBDO

Campaign details

Brand owner: Mars NZ
Agency: Colenso BBDO
Brand: Pedigree Adoption Drive
Country: New Zealand
Media budget (USD): Up to $500k
Channels used: Internet - microsites, widgets, Online video

Executive summary

Pedigree's global positioning is 'We're for dogs' and the brand's mission is to make the world a better place for dogs, which is the reason behind the Pedigree Adoption Drive. It has three core objectives: to raise awareness of the plight of homeless dogs; increase adoptions in the process; and to generate donations for dog shelters.

This year the focus was on building an emotional connection between people and homeless dogs and, as a result, ideally to grow adoptions. This is a challenge that the brand has struggled to overcome in the previous two years with communications alone.