SYDNEY: Pet brand Pedigree is set to launch a $4 million campaign for its 2010 Pedigree Adoption Drive in partnership with rescue organisation PetRescue.
Designed to pull on the emotional heartstrings of all Australians, the campaign takes in TV, print, online, digital, PR, and point of sale to highlight the 100,000 unwanted dogs which are euthanased every year because homes can’t be found.
Pedigree brand manager Ryan Buckle said the campaign was part of the brand's global positioning to make the world a better place for dogs.
“At Pedigree we believe that every dog should be fed well and have a good home. We do this by offering them the best value supermarket brand pet food, and championing initiatives such as The Pedigree Adoption Drive with our partner PetRescue."
Creative agency Whybin\TBWA will drive the TV and print execution, media agency Starcom has booked the media schedule, which includes a partnership with Channel 7 and AFL sponsorship with sporting ambassador Western Bulldogs captain Brad Johnson.
Whybin\TBWA will also work with Digital Democracy to launch a website to encourage Australians to either adopt a homeless dog, donate online or buy Pedigree, with proceeds going to PetRescue.
The campaign will also launch the Dog Adoption Index, a report into the issue of Dog Homelessness in Australia, in collaboration with PetRescue and celebrity ambassadors Tom Williams and Myf Wharhurst and will feature a ‘Yellow Dog Day’ event on 4 June, created by Ambient, which will see yellow dogs appear across Australian capital cities.
See the "For the love of dogs" campaign.
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