Take a Baby Step into Parenting

Agency: BBDO


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 industries and contains 21 media assets. It was submitted over 3 years ago.


Advertising Agency: Colenso BBDO, New Zealand
Production Company: 3&7

Photographer: Steven Boniface
Media Agency: Wavemaker


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