PEDIGREE Adoption Drive: Doggelganger

The Pedigree Adoption Drive 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.

PEDIGREE Adoption Drive: Doggelganger

Dave Munn and Hayley PardoeColenso BBDO

Campaign details

Brand owner: Mars NZAgency: Colenso BBDOBrand: Pedigree Adoption DriveCountry: New ZealandMedia budget (USD): Up to $500kChannels 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...

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