For over a decade, PEDIGREE has made it their mission to end dog homelessness. But there are commercial realities for an FMCG brand like PEDIGREE. They will always need to invest more budget in advertising that focuses on product over purpose. Adoptable changes that. Adoptable puts PEDIGREE’s purpose into every piece of digital out of home they make. Now, instead of making a small amount of ads about adoption, every PEDIGREE outdoor ad can be adoptable. Allowing 100% of PEDIGREE’s media budget to not only bring their products to the world, but take shelter dogs to the world, too.

New Zealand is a nation of dog lovers, yet the number of dogs in shelters continues to grow.

In 2008, the PEDIGREE Foundation was established by Mars Petcare & PEDIGREE to drive dog adoption. Since then, they have made it their goal to end pet homelessness by 2050, ensuring every dog finds their forever home.

However dog homelessness has continued to grow, with 12 million dogs currently sitting and waiting in shelters around the world.

As the world’s largest pet food company, what if we could use our extensive media reach to get shelter dogs seen by the world. Turning every media dollar we spend into a dollar towards our purpose. Using bespoke AI, PEDIGREE can help give these dogs the stage they deserve, at a scale that until now was simply not feasible.

Our objective is to get shelter dogs adopted. But before they can be adopted, they need to be seen.

Adoptable has already proven that showing shelter dogs in their best light gives them a better chance of adoption.

We’ve seen a significant uplift in the likelihood of adoption for dogs who have featured in an Adoptable asset, versus their original picture taken by a shelter.

Shelter site visits: 6x increase in traffic and profile views for featured dogs

4.5 x longer dwell time on the dog’s profile once on the site

50% of featured dogs adopted in first two weeks

12% more likely to adopt when the adopter comes into the shelter site via an Adoptable asset

PEDIGREE’s brand purpose is to find every dog a loving home. For the past 15 years they’ve created campaigns in service of this purpose.

However, purpose led advertising only accounts for 25% of PEDIGREE’s global media spend. Adoptable changes that. Soon, that number can be 100%, putting purpose at the heart of every piece of digital creative PEDIGREE makes.

Across 73 markets PEDIGREE are aiming to make every digital touchpoint of the brand feature an adoptable dog by 2026.