At Pedigree, everything we do is for the love of dogs. From the food we make, to the causes we support to the wagging tails that greet us when we get home at night. The Pedigree Adoption Drive is our way of helping the millions of dogs that need our help the most. Our goal is to raise awareness of the problem, change people’s perceptions of shelter dogs, inspire more people to adopt, raise money, raise our image among dog-lovers and, of course, sell some food in the process.

We did extremely emotional :30 and :15 TV commercials that documented the lives of real shelter dogs. We created the ultimate adoption resource on pedigree.com – including a shelter locator, dogfinder, guide to adoption, the ability to donate Pedigree food to a shelter near you (which we matched). We wrote the complete guide to adoption and distributed it at shelters, events and through the mail. We turned the Westminster Dog Show into a fundraiser for shelter dogs that raised $1.1 million in just two days. We also did PR, magazine and newspaper ads to make as much impact as possible.