PEDIGREE: Donation Glasses

Colenso BBDO/Proximity New Zealand

Entry Information

Country where program ran: New Zealand
Program start date: 05/25/12
Program end date: 06/30/12
Advertiser/Client Name: Mars NZ
Product/Service Description: The PEDIGREE Adoption Drive is an initiative set up by PEDIGREE that enables them to amplify their brand belief -to make the world a better place for dogs. It facilitates donations to dog shelters, with the ultimate goal of finding homes for shelter dogs. Every sale of PEDIGREE product triggers a percentage donation to the fund. Consumer donations can also be made to The PEDIGREE Adoption Drive through our campaign each year. At the end of each year, the fund distributes its earnings to dog shelters around the country.
Category: Consumer Products (CP)

Strategy