Pedigree Adoption Drive is a campaign that raises awareness of animal welfare and encourages Irish dog lovers to adopt a dog from their local shelter or welfare organisation. In order to promote dog adoption, the campaign needs to motivate people with an emotional pull and a clear reason to act.
To support local dog shelters and welfare organisations, Pedigree made a food donation every time a consumer purchased its products, with the aim of helping to provide 10,000 meals for shelter dogs. Pedigree also made a financial donation of €40,000 divided between three deserving shelters.
Edelman ran a fully integrated media campaign encouraging Irish people to share their dog adoption stories. The campaign also showcased the great work of shelters across Ireland, and invited dog lovers to select three charities to receive financial donations.
Pedigree saw positive sales growth in key accounts and experienced market share growth during the campaign. Total campaign reach was almost 9 million.
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