Over the years, Pedigree has done an exceptional job of staying true to its brand promise, that everything we do is for the love of dogs. A large part of that promise has been Pedigree’s and TBWA\Chiat\Day Los Angeles’ prevailing Adoption Drive campaign. Now in its fourth year, the Adoption Drive is a multi-million dollar, cause-related awareness and fundraising campaign that rallies dog lovers to help millions of homeless dogs that end up in shelters and breed rescue organizations throughout the world. 

This year, in effort to further raise awareness, Pedigree added the Adoption Drive Foundation, a non-profit organization to benefit select breed rescues and shelters, and the Pedigree DOGSTORE — a pop-up store in Times Square which hosted local New York shelters dogs and gave the public the chance to buy branded merchandise, make charitable donations to the foundation and, of course, adopt dogs. The store was timed to Pedigree’s annual sponsorship of the Westminster Kennel Club dog show. 

Every year, Westminster recognizes the top purebreds in the world. What they don’t recognize are the thousands of less fortunate dogs in shelters across America. This seemed like the opportune time to “drive” the campaign into dog lovers’ minds. Did it work? 

The store was only open for a few weeks, but it managed to attract over 43,000 visitors, over 75,000 was spent on merchandise and the store received over 4,500 in straight donations. Spokesperson, Kate Walsh, from ABC’s (American Broadcast Corporation) television show Private Practice, officially opened the store and even adopted a little black Shepard-mix puppy; after which, the two appeared on popular American talk shows such as Rachel Ray, the Tonight Show with David Letterman, Martha and the Today show. The promotion was also featured on a segment of Donald Trump’s Celebrity Apprentice, which had contestants crafting adoption awareness ads.

If you have any questions, comments, or suggestions please email Marianne Stefanowicz.