Pedigree Adoption Campaign Calls on Millennials to Take a Step into Parenting

Fabio Alings, global brand director, Pedigree, commented: “Pedigree exists to make the world a better place for dogs. That’s why ending dog homelessness is a commitment that’s a big part of our DNA. If that means seeking out the tentative pre-parents of the world and offering them a baby-step into parenting, we’ll do it. After all, dogs are a great segue into family responsibilities.”

Cormac van den Hoofdakker, segment marketing manager, said: “There are young couples settling down everywhere, and while they might not be ready for kids, these loving homes represent a huge opportunity for dogs. For Pedigree, a company with a long history of helping shelter dogs, it’s an insight and a campaign that aligns perfectly with our mission.”

The campaign launches with a film celebrating dog-parents, OOH that shows that puppy love is very real, nursery-rhyme radio that provides an interesting taste of parenthood, and even goes as far as to offer an online presentation to convince a reluctant partner to ‘fetch a few more years’.

Dan Wright, group executive creative director, Colenso BBDO, commented: “It’s a wonderful moment in a young couple’s relationship when you both look deep into each other’s eyes and realise you want to start a family together… with a dog.”

Take a baby step into parenting with Pedigree.