PEDIGREE Prepares the Cutest Canine Competition Ever for the Super Bowl

For the 12th year in a row, the PEDIGREE Brand is sponsoring Animal Planet’s Puppy Bowl XIII – the cutest canine competition of the year, which returns with an epic matchup between Team Ruff and Team Fluff’s adoptable players who go nose to nose to win hearts and forever homes. This year, PEDIGREE will sponsor a “Puppy Bowl Virtual Reality” experience – giving viewers a “pup’s-eye-view” of the action on the field – as well as a behind-the-scenes look at the “pupletes” in training with never-before-seen videos. Fans will also get to see how the furry friends of some of football’s greatest stars prep for the big game with adorable personal photos.

As part of the campaign, the PEDIGREE brand has co-created two new videos – Heart of a Champion and Road to Gridiron Glory – with Animal Planet that show the adorable pupletes on their journey to becoming Puppy Bowl champs, from training, to recovery and a healthy diet. The videos will be aired on Animal Planet and also shown on the PEDIGREE and Animal Planet social channels.

NFL stars are getting in on the action, too. The PEDIGREE Brand is partnering with Hall of Fame wide receiver Jerry Rice and NFL quarterback Aaron Murray to show how their pups get in shape for the Puppy Bowl, just like the PEDIGREE pupletes. 

To round out the puppy experience, consumers can view the game from a pups-eye-view with the “Puppy Bowl Virtual Reality” experience, sponsored by PEDIGREE. Viewers can check out the adorable, action-packed perspective of the game through the eyes of Buttons, one of this year’s star puppy players.

“The PEDIGREE brand is dedicated to helping dogs find their forever homes through adoption, and Animal Planet’s Puppy Bowl is a fun and playful platform to help raise awareness and support this shared cause,” said Melodie Bolin, PEDIGREE Brand Manager. “This year, PEDIGREE is giving viewers the total puppy experience with behind-the-scenes training videos and a virtual view of the field through Buttons’ eyes. We hope these adorable perspectives of the game will help pique viewers’ interests in bringing that puppy experience into their homes by adopting a pup of their own.”

Animal Planet’s Puppy Bowl serves as a platform for pet adoption and includes a full roster of 78 adoptable puppies from 34 animal shelters and rescue organisations across the U.S. and Puerto Rico, allowing the pupletes to find their forever home.