PEDIGREE's First of its Kind 'Fosterverse' Program Combats Pet Homelessness

The PEDIGREE brand, proudly part of the Mars family of brands, has launched the FOSTERVERSE program – a first-of-its-kind initiative enabling real-life rescue dogs to be virtually fostered in the Metaverse, bringing the brand’s ambition to end pet homelessness to the virtual world. 

Many factors restrict the ability to foster in real life, but by entering the Metaverse, the PEDIGREE brand is bringing fostering opportunities to anyone who owns a digital property – offering a new platform for dog adoption. More animals are staying in shelters now than before the pandemic and unfortunately, just over half (53%) of dogs in shelters are adopted, according to a recent report from Shelter Animals Count. The report also highlights that fostering dogs is a proven solution to helping the animals find new homes.

Metaverse users can access the FOSTERVERSE program here where they can support homeless dogs in new ways. The FOSTERVERSE enables Decentraland property owners to foster real rescue dogs on their virtual land. To participate, landowners upload 3D avatars based on real-life dogs currently listed on Adopt a Pet onto their Decentraland property. Decentraland is a 3D virtual world owned by its users, with digital real estate that can now be used to foster dogs. 

Users can interact with the dogs they meet in Decentraland, learning about their backgrounds and adoption status as well as ways to support dogs in need across the country. Regardless of whether they own property in Decentraland, dog lovers can choose to adopt a dog they meet virtually in the FOSTERVERSE through Adopt a Pet or donate to PEDIGREE Foundation to help similar adoptable pets in need.  

"As the first brand to bring adoptable dogs to the Metaverse, we are proud to be at the forefront of this new virtual reality, supporting our ambition to end pet homelessness," said Jean-Paul Jansen, vice president of marketing for Mars Petcare North America. “Both the PEDIGREE brand and PEDIGREE Foundation have long histories of supporting animal shelters and promoting dog adoption, and this program enables people to support deserving dogs in a new way through virtual fostering.”

To further the program’s mission, the PEDIGREE brand will match up to $100,000 in donations to support PEDIGREE Foundation through its annual grant program, specifically helping to fund foster programming grants for shelters and rescues across the country. Dog lovers participating in the campaign can earn custom FOSTERVERSE wearables to sport in Decentraland.