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.
The latest adoption 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.
This professional campaign titled 'Take a Baby Step into Parenting' was published in New Zealand in November, 2020. It was created for the brand: Pedigree, by ad agency: BBDO. This Integrated medium campaign is related to the Pets and Public Interest, NGO industries and contains 21 media assets. It was submitted over 1 year ago.
Advertising Agency: Colenso BBDO, New Zealand
Production Company: 3&7
Photographer: Steven Boniface
Media Agency: Wavemaker