Pedigree celebrates all dogs in global campaign via Colenso (Updated)

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AUCKLAND, Wednesday: Created in partnership with Colenso BBDO, Barefoot, MediaCom, and Weber Shandwick, Essential Support Dogs is the latest initiative from the Pedigree petfood brand aimed at promoting adoption and helping all dogs find loving homes.

The new programmes include the annual One True Loyalty Programme, Dogs on Zoom, and Pedigree Foundation efforts.

The Essential Supports Dogs programme is designed to celebrate dogs as essential supporters through challenging times.

As part of the programme, the global Pedigree brand has created a nationwide support fund that will provide funds for nutritional and financial assistance to help ensure dogs can stay with their loving pet parents.

Colenso chief innovation officer Maria Devereux said: “To celebrate how dogs support their pet parents, Pedigree teamed up with Walmart to offer discounts in-store for Pedigree dry products.

“Starting this week, pet parents across the country can receive discounts off their next purchase of Pedigree dry products and families in need may also sign up for ongoing financial support at

“Pet parents are encouraged to share a video or photo on Facebook, Instagram, TikTok or Twitter showing why or how their four-legged friend is essential.

“By addressing a huge pain point for pet parents, Pedigree is able to act as a safety net, making sure people and pets can stay together.”

“For each post that shared until July 26 that includes the campaign hashtag #EssentialSupportDogs and tags the Pedigree brand’s account, the Pedigree brand will donate $5 – up to $100,000 – to provide assistance for dogs in need through Pedigree Foundation Safety Net grants.

These grants will help keep people and pets together through immediate assistance with medical expenses, nutrition or temporary housing.

“After everything dogs have done for us over the last couple of years, it doesn’t seem fair that financial pressures have the potential to break that valuable bond between a pet parent and their dog.

“Pedigree Essential Support Dogs is a nationwide fund designed to celebrate & protect this relationship, so people aren’t forced to surrender their much-loved dog because they can’t afford to feed or care for them.”

Colenso group business director Nico Ainsworth said: “Pedigree’s ambition is to end pet homelessness and we’ve helped them produce a heritage of innovative ideas that live up to this.

“But rather than simply focusing on adoption, Essential Support Dogs delivers to this in a new way.

“By addressing a huge pain point for pet parents, Pedigree is able to act as a safety net, making sure people and pets can stay together.”


Creative Agency: Colenso BBDO
Production Company: Finch
Director: Alexandria Hodge
Executive Producer: Bex Kelly
Producer: Duncan Bernard
1st AD: Jonny Moffatt
Grade/Colourist: Pete Ritchie
Music Production Company: Liquid Studios
Composer: Peter Van der Fluit
Sound Engineer: Craig Matuschka
Digital Agency: Barefoot
Media Agency: MediaCom
PR Agency: Weber Shandwick

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