Created in partnership with Colenso BBDO, Barefoot, MediaCom, and Weber Shandwick, Essential Support Dogs is the latest program in a long line of initiatives from the Pedigree brand aimed at promoting adoption and helping all dogs find loving homes, including the annual One True Loyalty Program, Dogs on Zoom, and Pedigree Foundation efforts.
The Essential Supports Dogs program is designed to celebrate dogs as essential supporters through challenging times. As part of the program, the Pedigree brand has created a nationwide support fund that will provide up to $2.5M in nutritional and financial assistance across the U.S. to help ensure dogs can stay with their loving pet parents.
To celebrate how dogs support their pet parents, Pedigree teamed up with Walmart to offer discounts in-store for Pedigree dry products. Starting today, pet parents across the country can receive discounts off their next purchase of Pedigree dry products and families in need may also sign up for ongoing financial support at EssentialSupportDogs.com.
Pet parents are encouraged to share a video or photo on Facebook, Instagram, TikTok or Twitter showing why or how their four-legged friend is essential. For each post that shared between May 10 and July 26 that includes the campaign hashtag #EssentialSupportDogs and tags the Pedigree brand’s account, the Pedigree brand will donate $5, up to $100K, to provide assistance for dogs in need through Pedigree Foundation Safety Net grants. These grants will help keep people and pets together through immediate assistance with medical expenses, nutrition or temporary housing.
Says Maria Devereux, chief innovation officer, Colenso BBDO: “After everything dogs have done for us over the last couple of years, it doesn’t seem fair that financial pressures have the potential to break that valuable bond between a pet parent and their dog. Pedigree Essential Support Dogs is a nationwide fund designed to celebrate & protect this relationship, so people aren’t forced to surrender their much-loved dog because they can’t afford to feed or care for them.”
Says Nico Ainsworth, group business director, Colenso BBDO: “Pedigree’s ambition is to end pet homelessness and we’ve helped them produce a heritage of innovative ideas that live up to this. But rather than simply focusing on adoption, Essential Support Dogs delivers to this in a new way. By addressing a huge pain point for pet parents, Pedigree is able to act as a safety net, making sure people and pets can stay together.”
Creative Agency: Colenso BBDO
Production Company: Finch
Director: Alexandria Hodge
Executive Producer: Bex Kelly
Producer: Duncan Bernard
1st AD: Jonny Moffatt
Grade/Colourist: Pete Ritchie
Music Production Company: Liquid Studios
Composer: Peter Van der Fluit
Sound Engineer: Craig Matuschka
Digital Agency: Barefoot
Media Agency: Mediacom
PR Agency: Weber Shandwick