Mars Pet Food is launching a nationwide initiative to help raise money and awareness for dogs in rescue centres.
The Pedigree Adoption Drive will launch on January 1 and will be supported by a pound;4.5m campaign to raise money for homeless dogs in the UK. For every Pedigree product sold the brand will donate money, raising up to pound;500,000 in the first three months.
According to Mars, this is the biggest ever brand initiative for Pedigree and is the first time that Pedigree in the UK will use packaging that carries campaign messaging across the majority of the items in its range.
Consumers can interact with the campaign by visiting [http://www.pedigreeadoptiondrive.com].
Angie Phillips, trade relations manger of Mars Pet Food, said: “This is a huge campaign for Pedigree and one that we believe passionately about.
“Pedigree believes that every dog deserves a loving home and the new Pedigree Adoption Drive campaign will raise not only money but also awareness of this important issue.”
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