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Pedigree brand’s “Dogs on Zoom” campaign promotes pet adoption whilst ensuring the safety of shelter workers and prospective pet parents
Winner of the 2019 World Branding Awards, Pedigree brand has launched a new virtual pet adoption programme called “Dogs on Zoom,” where people can give a furry friend a forever home, without leaving the comfort and safety of their own home.
The brand and its charitable organisation, Pedigree Foundation, have a long-standing mission of ending pet homelessness, and with this campaign, they are continuing that mission by promoting pet adoption and the good that comes with finding a forever friend. To further its commitment, the brand will cover the adoption costs of all dogs featured and adopted during the live “Dogs on Zoom” virtual events.
The virtual adoption events will leverage the popular Zoom video-conferencing platform to introduce participants to adoptable dogs and facilitate the entire process. For the participating shelters, the Pedigree brand will cover the Zoom membership fees and equipment costs. To help perpetuate the practice of virtual adoption and assist shelters around the country with digitisation, the Pedigree brand has made a digital toolkit available at their website.
“This new campaign was built to support shelters and dogs in need of forever homes, by tapping into the cultural trend of Zoom, a platform we’ve all brought into our lives as virtual connection continues as the new normal,” said Craig Neely, Vice President of Marketing at Mars Petcare.
“Through Zoom, we’re not only connecting potential pet parents to their forever pet, but we’re also helping to digitise the adoption process for any shelter that wants to put this new best practice in place.”
Initial “Dogs on Zoom” events kicked off in the Pedigree brand’s hometown of Nashville on May 11-13 with the Nashville Humane Association. Additional “Dogs on Zoom” virtual adoption events will take place across the country throughout May and June with the following shelters. Most events will happen at 5:00 PM local time, but be sure to check out the meet your dog website for the latest event information.
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