Pedigree Adoption Drive unleashed via Whybin\ Tequila to find homes for 6,000 homeless dogs

Leading supermarket pet brand Pedigree has partnered with not-for-profit organisation, PetRescue, for the fourth year running to champion The Pedigree Adoption Drive with an innovative mobile and Facebook App set to ignite consumer interest. 

Collaborating on the campaign are creative agencies Whybin\TBWA\Tequila, Sydney and Integer Australia, media strategy and buying agency Starcom, and public relations agency DEC Communications.

The annual initiative has become synonymous with saving the lives of thousands of homeless dogs through adoption by raising awareness of the issue among the Australian community. To-date, more than 10,000 dogs have found new homes directly through the Pedigree Adoption Drive. However, with an alarming 100,000 homeless dogs predicted to be euthanased in Australia in 2011, there is still a big job to do.

Kicking off on Sunday 31 July, this year’s campaign will address the issue of dog homelessness via a ten week integrated communications campaign spanning print and online advertising, digital engagement, public relations and social media, as well as direct-to-consumer activations and point-of-sale.