AUCKLAND, Today: The Simpsons are backing New Zealand’s biggest-ever dog rehoming effort in a new nationwide campaign, “Santa’s Little Helper is helping New Zealand Greyhounds this Christmas”, created by Special for Greyhounds as Pets (GAP).
Following Racing Minister Winston Peters’ announcement that greyhound racing will end in August 2026, more than 2,000 retired greyhounds now need homes, marking the largest rehoming challenge the country has faced.
To boost awareness and adoption, The Simpsons have allowed New Zealand to use scenes featuring Santa’s Little Helper. Across 36 years of episodes, these moments highlight why greyhounds make incredible companions.
The iconic greyhound, adopted by the Simpsons on Christmas Eve, now represents the thousands of dogs waiting for families to welcome them over the holidays.
This is the second phase of a nationwide campaign reframing how New Zealanders see greyhounds. OOH and social activity will help dispel myths and spark demand for a breed still overlooked in adoption numbers.
Lisa Fedyszyn, Chief Creative Officer at Special said “The Simpsons have an unmatched cultural footprint, and having Santa’s Little Helper, the world’s most famous greyhound champion New Zealand greyhounds, gives us a unique platform to shift perceptions at scale.
“The Simpsons have an unmatched cultural footprint, and having Santa’s Little Helper, the world’s most famous greyhound champion New Zealand greyhounds, gives us a unique platform to shift perceptions at scale.” – Lisa Fedyszyn, Chief Creative Officer at Special
“This campaign keeps the spotlight on these beautiful dogs highlighting their best traits and showing New Zealand why they are the perfect pet, at the perfect time, the Christmas Holiday season. We could not be more grateful to have the help and collaboration from the generous Simpson’s team.”
Lisa Philp, Greyhounds as Pets National Manager said, “Having Santa’s Little Helper champion our dogs is nothing short of extraordinary, it shows how important and urgent this mission is. Greyhounds are gentle, low maintenance companions who give back tenfold the love they receive, and right now thousands urgently need homes.”
Philp adds, “Santa’s Little Helper has always shown that greyhounds are the perfect family pet. This Christmas, we’re asking Kiwi to open their hearts and homes, and consider adopting one of these affectionate and loyal animals”.
The campaign was created by Special and media partner Together, with additional support from Go Media, JCDecaux, Outdoor Media Network, NZME, and technical support from Flux.
With families spending more time together over summer, Christmas offers an ideal chance to welcome a new dog and help it settle in comfortably.
Greyhounds as Pets usually rehomes hundreds each year, but with racing winding down, those numbers are set to grow fast.
- To adopt your own Santa’s Little Helper or find ways to support, click here
CREDITS
Client: Greyhounds As Pets
Lisa Philp: Manager
Daniel Bohan: Public Relations Coordinator
Agency: Special
Media: Together
Technical Support: Flux
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