Pedigree Helps Parents Move On After Their Kids Move Out with The Pedigree Child Replacement Programme
Colenso BBDO, 1 year, 1 month ago
The Pedigree Child Replacement Programme aims to connect adoption dogs with parents who find themselves alone after their kids move out.
The integrated campaign drives parents to replacethem.co.nz where they can find the perfect canine substitute for their child, cheekily suggesting, 'When your kids move out, move on'. Parents who adopt can even send in their child's old possessions and Pedigree will turn them into new possessions for their dog.
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Says Cormac van den Hoofdakker, marketing manager of Pedigree: "A dog can bring so much love, laughter and affection into a house. They bring out the best in you and fill your life with joy, just like kids do, only unlike kids they won't grow up and move to London for

Animal shelters around the country are full of dogs needing a home. At the same time, thanks to the country's aging population, more than half of all New Zealanders are living in a household of two or less.
Says Says Ahmad

The Pedigree Child Replacement Programme will target Empty Nesters through TV, digital, radio, press, as well as having a presence at the departure terminal of

Agency: Colenso BBDO
Client: Mars NZ
Marketing Director - Oliver Downs - MARS NZ
Marketing Manager - Pet - Cormac van den Hoofdakker - MARS NZ
Brand Manager - Dog & Specialty - Maria Granados - MARS NZ
Prod/Film Company: Exit

Director: Adam Gunser
Sound Design: Franklin Road
Media Agency: Starcom NZ