Spotted! Pedigree goes to the dogs

The Mars-owned brand is creating buzz for its annual adoption campaign with OOH cut-outs on walking trails and in parks.

For Pedigree’s fourth instalment of its annual “Adoption Drive”, the brand is hitting the road with some furry friends to help communicate to Canadians that shelter dogs are misrepresented and should not be neglected, Aisha Hassan, brand manager, Mars Canada Inc., tells MiC.

The Mars-owned brand will be stopping in cities across the country, with dogs in tow, as it demonstrates to Canadians the importance of adopting, volunteering and donating to shelters. At each stop, Pedigree will show Canadians in attendance the new Pedigree “Adoption Stories” videos featuring the tales of actual shelter dogs. Each video view will translate into a $1 donation to 30 of its shelter partners, including the Humane Society of Durham Region.

The number of video views to date is 9,800, with Pedigree working towards a goal of 150,000 views.

Last week, Pedigree made its first official stop at Yonge-Dundas Square, where an estimated 3,500 Canadians were in attendance, with close to 1,000 one-on-one interactions on-site, says Hassan.

To add a personal touch to the event, the Pedigree team placed yellow cut-outs of dogs in areas such as walking trails and parks. The OOH element illustrated that shelter dogs do not have the freedom to roam around in a park, while also providing awareness and creating buzz for the event, she says.

Supporting promotional elements of the tour include social media outreach, ads on (where the videos can be viewed), as well as ads on Facebook and YouTube. Proximity Canada handled the creative with MediaCom on the planning and Ignite Marketing on the execution of each event.

“For the overall campaign perspective, we’re leveraging social media in a big way and we are starting to establish and grow the Pedigree community of dog lovers on Facebook who can help rally around the adoption cause long-term,” says Hassan.

“This year, we want to empower the community to watch the adoption stories of two very special shelter dogs, Phoenix and Bootsie, and share them with their social networks to help amplify the message that shelter dogs are good dogs,” she adds.

Spotted by: Emily Wexler, associate editor, Strategy.