Pedigree Launches UK Dog Adoption Drive

In 1964 the Pedigree brand, (Mars, Masterfoods) began telling UK dog owners that: Top breeders recommend Pedigree Chum. Even today you will find this message on Pedigree packaging. But watchers of the brand will have noticed a change of emphasis. These days the company is saying: We're for dogs.., by which it means all dogs, not just the champions of Crufts but the mutts, scamps, tramps and scrag-ends of the canine world.

Whilst retaining its position as Crufts' main sponsor, in August Pedigree told the Kennel Club that it had decided to withdraw finance from all other Championship Dog Shows after 40 years of sponsorship. This week the company announced the expansion of its US and Australian Dog Adoption Drive with a £3.6 million campaign in the UK.

Ambiguously named, The Pedigree Adoption Drive will launch in the UK on 1st January 2008 demonstrating, says the company, Pedigree's commitment to raising money and awareness about the issue of homeless dogs in the UK.

For every Pedigree product sold, the brand will donate money, raising up to £500,000 in the first three months of the campaign.

Fronted by a high profile television personality (to be announced), Pedigree says it will create nationwide consumer awareness via TV advertising, press, radio, outdoor poster sites, direct mail, in-store point of sale, promotional deals, and PR activity including large scale consumer events.

The campaign will be the biggest ever brand initiative for Pedigree and the first time it has used packaging in the UK to carry a campaign message across the majority of the items in its range.

The Kennel Club Charitable Trust, (TKCCT), which has itself donated over £3 million to a wide range of animal welfare organisations and charities, will be the distribution vehicle for all monies raised from the campaign.

The Kennel Club funds all running costs of TKCCT so, says Pedigree, every penny donated will go directly to help homeless dogs. A representative from Pedigree and the Association of Dogs and Cats Homes, (ADCH) will also sit on the TKCCT board to agree distribution of funds. A breakdown of all the grants allocated from the donations will feature on the Pedigree Adoption Drive website.

All canine charities in the UK and Ireland are eligible to apply for a grant from the fund. Applications to the TKCCT can be made in writing or by downloading a form from the Pedigree Adoption Drive site.

Angie Phillips, Mars Pet Food Trade Relations Manager commented:

"This is a huge campaign for Pedigree and one that we believe passionately about. Pedigree believes that every dog deserves a loving home and the new Pedigree Adoption Drive campaign will raise not only money but also awareness of this important issue. Retailers can really get behind this incredible campaign in a number of ways, whether it be taking advantage of the amazing in-store displays and offers available from Pedigree or donating money themselves.

"The campaign will have huge visibility across the UK from TV and radio to press and outdoor advertising and with the full support of retailers Pedigree can make a huge difference to the lives of homeless dogs in the UK today." All canine charities in the UK and Ireland – large or small – are eligible to apply for a grant from The Pedigree Adoption Drive funding. Applications can be made in writing or by downloading a form from www.pedigreeadoptiondrive.com and posting it to the TKCCT. Every genuine charity applying for funding will receive a donation to improve the lives of dogs in shelter. PEDIGREE® is a registered trademark of Mars For more information please contact Andrew Szwajkowski at Jackie Cooper Public Relations: 020 7208 5547 / Andrew@jcpr.com