Pedigree targets empty nesters

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Pedigree and Colenso BBDO have taken a blunt, humorous approach to adoption by creating a fully integrated campaign that pairs abandoned dogs with abandoned parents.

The Pedigree Child Replacement Programme aims to connect adoption dogs with parents who find themselves alone after their kids move out.

The integrated campaign drives parents to where they can find the perfect canine substitute for their child. Parents who adopt can even send in their child’s old possessions and Pedigree will turn them into new possessions for their dog.

Empty nesters often suffer from a sense of grief and loneliness when their children leave home. The Pedigree Child Replacement Programme gives parents the chance to bring the companionship, admiration, and unconditional love back into their lives just by adopting a dog.

“A dog can bring so much love, laughter and affection into a house,” says Pedigree marketing manager Cormac van den Hoofdakker. “They bring out the best in you and fill your life with joy, just like kids do, only unlike kids they won’t grow up and move to London for work.

“We really hope we can get more dogs out of shelters and into homes that need them.”

Most households of two or less
Animal shelters around the country are full of dogs needing a home. At the same time, thanks to the country’s aging population, more than half of all New Zealanders are living in a household of two or less.

Colenso business director Ahmad Salim said: “All over the country there are parents sitting in quiet houses lamenting how quickly their kids grew up. At the same time there are dogs sitting in shelters longing for homes. We’re excited to connect the two.” Says Ahmad Salim, Business Director at Colenso BBDO.

The Pedigree programme will target Empty Nesters through TV, digital, radio, press, as well as having a presence at the departure terminal of Auckland’s International Airport.

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Agency: Colenso BBDO
Creative Chairman: Nick Worthington – Creative chairman
ECD: Steve Cochran – ECD
Senior Art Director: Andre Sallowicz
Senior Copywriter: Simon Vicars
Group Business Director: Ahmad Salim
Business Director: Abbi Barker
AM: Alice Sopwith
Executive Producer: Jen Storey
Senior Print Producer: Serena
Digital Producer: Will Thoratt
Client: Mars NZ
Marketing director: Oliver Downs
Marketing manager: Cormac van den Hoofdakker – MARS NZ
Brand manager: Maria Granados
Prod/Film Company: Exit Films
Director: Adam Gunser
Sound Design: Franklin Road
Media Agency: Starcom

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