Mars: MyHooman

Emma Tait, Henry Kozak

Petcare company Mars Petcare changed the pet adoption model and delivered on its brand purpose with MyHooman, a 'swipe right'-style matching service for potential adopters in New Zealand.

Campaign details

Brand: Pedigree PetfoodsBrand owner: Mars Entrant company: Colenso BBDO AucklandIdea creation: Colenso BBDO Auckland, Levo SydneyMarket: New ZealandSector: PetcareMedia channels: Online display, Online video, Radio & audio, Search marketing, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

Right now, 200 million dogs are homeless globally, and despite the efforts of many, hundreds of thousands of dogs are still being euthanised every year.

For Mars Petcare – a purpose-led pet care (not pet food) company – this was an injustice it was committed...

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