Most pet "parents" love not just their dogs, but all dogs in general, and will likely support a cause reflecting those values. The Pedigree Adoption Drive tapped into this emotion, creating a seamless link between purchasing Pedigree and supporting dog adoption – a cause close to the consumer’s heart. The programme was kept simple, ensuring wide participation. The messaging was kept consistent, ensuring consumers got the idea: “Buy Pedigree and help us to help dogs.” Once in market, a simple idea with effective messaging ensured a strong relationship between consumers and the brand would be built.

The Pedigree Adoption Drive kicked off in January 2006, and as such, final results are still pending. However, sales in the first period are up $1.5m over target ($18m projected for the year.) In addition, approximately 1,000 dog tags have been redeemed, and at the Westminster dog show, 40,000 sample bags were distributed to top-tier influencers. The Pedigree consumer affairs group has also received over 400 positive consumer contacts (phone calls, e-mails, etc.) regarding Pedigree support for dog adoption.