Pedigree Launches 'Feeding Brighter Future'

Pedigree has today launched its ‘Feeding Brighter Futures’ campaign, which pledges to feed one million meals to dogs in re-homing centres across Britain, with a fully-integrated through the line campaign. TV personality Paul O’Grady will be the Ambassador of ‘Feeding Brighter Futures’, with Pedigree also becoming the fully integrated sponsor of the second series of his award winning ITV show Paul O’Grady: For The Love Of Dogs, due to air on Thursday 9th May, where he helps staff to rehome dogs at The Battersea Dogs & Cats Home.
 
The fully integrated campaign has been led by AMV BBDO and will launch with a new television advert which will be shown during Coronation Street on 8th May. The ad depicts the story of a rescue dog and the steps in his journey back to a forever home.
 
Pedigree’s ‘Feeding Brighter Futures’ initiative will see dogs at re-homing centres across the country provided with the right nutrition they need through food donations from Pedigree of wet and dry food for balanced daily meals to functional treats that help care for their teeth. The partnership with Paul O’Grady and the new advertising campaign have been designed to drive awareness of the needs of rescue dogs in the UK and the important role nutrition plays in getting them on the road to their new home.
 
Gemma Howells, Pedigree Senior Brand Manager, commented: “This is a fully-integrated campaign to raise awareness of our commitment to feed one million meals to dogs in re-homing centres and we are delighted to have Paul O’Grady – a passionate advocate of giving rescue dogs a good home – on board as the Ambassador of our “Feeding Brighter Futures” campaign. At Pedigree everything we do is for the love of dogs and we are committed to ensuring that dogs in re-homing centres up and down the country get the expert nutrition they need to help them on the road to a brighter future.”
 
Mark Fairbanks, Creative Partner at AMV BBDO, said: “This is a beautifully simple and engaging campaign which demonstrates, through Pedigree’s crucial work with rescue dogs, the importance of the right nutrition to help dogs when they need it the most.”

The multi-platform partnership between Pedigree and Paul O’Grady: For The Love Of Dogs was negotiated by ITV Commercial and Newcast. The on and off-air partnership will be activated through broadcast, online, mobile and licensing elements – bringing both brands to as many fans as possible. The idents for the programme and the new Pedigree adverts to support the ‘Feeding Brighter Futures’ campaign have been produced by AMV BBDO.