Pedigree Child Replacement Programme

Pedigree, a pet food brand, increased its sales and dog adoptions by creating the Pedigree Child Replacement Programme, which targeted the parents of children who have left their home in New Zealand.

Advertiser: Mars PetcareBrand: Mars Pedigree Adoption DriveAgency: Colenso BBDOCountry: New Zealand


Pedigree's brand purpose is a simple one; to make the world a better place for dogs. They believe that dogs, in their joyful innocence, provide happiness and bring out the best in people. This core belief guides everything Pedigree does; from making dog nutrition products that fuel happy and healthy dogs, to all brand partnerships and initiatives.

To action this belief, Pedigree has three areas of focus.

  1. Produce high-quality, leading nutrition that brings out the best in dogs.
  2. Drive relevant initiatives...

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