Mars Petcare/ Pedigree

Essential Supports Dogs

Agency: Colenso BBDO


The past 14 dog years – that's two in human years – have been tough on everyone, but they have been made a little bit easier with the unwavering support of our most essential companions – dogs. In fact, 23 million households added a pet during the pandemic, and 84% of pet parents say their emotional bond with their pets increased during that time.

Today, the PEDIGREE® brand, proudly part of the Mars family of brands, is launching its Essential Support Dogs program, designed to celebrate dogs as essential supporters through challenging times. As part of the program, the PEDIGREE brand has created a nationwide support fund that will provide up to $2.5 million in nutritional and financial assistance across the U.S. to help ensure dogs can stay with their loving families. All pet parents are eligible for discounts on their PEDIGREE dry products, and families in need may also sign up for ongoing financial support at

"Dogs have been our biggest champions over the past few years, providing us with companionship and support when we've needed it most. It's time that we give back to them," said Jean-Paul Jansen, Vice President of Marketing for Mars Petcare North America. "The PEDIGREE brand's Essential Support Dogs program strives to provide critical nutrition and care for deserving pets. We're inviting pet parents across the country to join us in recognizing these essential supporters and furthering our ambition to end pet homelessness."

To celebrate how dogs support their pet parents, the brand teamed up with Walmart to offer discounts in-store for PEDIGREE dry products. Now through July 26, pet parents across the country can receive $2 off their next purchase of PEDIGREE dry products. Those who are seeking financial assistance can sign up for the program online at to receive additional coupons for PEDIGREE dry products over the course of three months.

This professional campaign titled 'Essential Supports Dogs' was published in United States in May, 2022. It was created for the brand: Mars Petcare/ Pedigree, by ad agency: Colenso BBDO. This Experiential and Integrated media campaign is related to the Pets industry and contains 3 media assets. It was submitted almost 2 years ago.


Creative Agency: Colenso BBDO

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