Pedigree, after finding that 83% of millennials were delaying parenting, has set out to create a life-stage between life-stages, to find loving homes for shelter dogs in the latest adoption campaign via Colenso BBDO.
The campaign throws light-hearted support behind couples putting off their parenting plans, and suggests a dog could be a great way to start their families instead.
Be it pressure from the in-laws, a love of freedom, or simply not being ready, Pedigree is turning millennials’ parenting hesitancy into a big thing for shelter dogs.
Says Fabio Alings, global brand director, Pedigree: “Pedigree exists to make the world a better place for dogs. That’s why ending dog homelessness is a commitment that’s a big part of our DNA. If that means seeking out the tentative pre-parents of the world and offering them a baby-step into parenting, we’ll do it. After all, dogs are a great segue into family responsibilities.”
Says Cormac van den Hoofdakker, segment marketing manager: “There are young couples settling down everywhere, and while they might not be ready for kids, these loving homes represent a huge opportunity for dogs. For Pedigree, a company with a long history of helping shelter dogs, it’s an insight and a campaign that aligns perfectly with our mission.”
The campaign launches with a film celebrating dog-parents, OOH that shows that puppy love is very real, nursery-rhyme radio that provides an interesting taste of parenthood, and even goes as far as to offer an online presentation to convince a reluctant partner to ‘fetch a few more years’.
Says Dan Wright, group executive creative director, Colenso BBDO: “It’s a wonderful moment in a young couple’s relationship when you both look deep into each other’s eyes and realise you want to start a family together… with a dog.”
Take a baby step into parenting, with Pedigree.
Agency: Colenso BBDO
Production Company: 3&7
Director: Steve Ayson
Producer: Larisa Tiffin
DOP: Marty Williams
Editor: Luke Haigh
Colourist: Clare Burlinson
Online: Blockhead VFX
Sound: Craig Matuschka, Liquid Studios
Music Composition: Peter Van Der Fluit, Liquid Studios