PetRescue: The PEDIGREE adoption drive

Kayla Cannon

This case study outlines how MARS Petcare embarked on the biggest PEDIGREE Adoption Drive in Australia's history, to combat the view that shelter dogs can be unfit as domestic pets and people find visiting shelter homes an unpleasant experience.

PetRescue: The PEDIGREE adoption drive

Kayla Cannon

Campaign details

Agencies: WHYBIN\TBWA\TEQUILA\, MOTIM, NZBrand: PetRescueBrand Owner: PetRescueCountry: AustraliaIndustry: Pets and pet careChannels 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...

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