PetRescue: The PEDIGREE adoption drive

Kayla Cannon

Campaign details

Agencies: WHYBIN\TBWA\TEQUILA\, MOTIM, NZ
Brand: PetRescue
Brand Owner: PetRescue
Country: Australia
Industry: Pets and pet care
Channels used: Branded content, Events and experiential, Internet - display, Internet - microsites, widgets, Mobile and apps, Online video, Print - general, unspecified, Public relations, Radio, Social media

Executive summary

This case study outlines how MARS Petcare embarked on the biggest PEDIGREE® Adoption Drive in Australia's history, with communications and activity in multiple channels including a mobile phone and Facebook application, viral entertainment, educational films, online branded content, and website upgrades. All ways to help bring the dogs directly to the people.

Campaign background