Mars Petcare is working towards its global ambition of ending pet homelessness by 2030 with the UK launch of its Adoption Mission commitment this July.

  • The Adoption Mission will see Mars Petcare donate three million meals to dogs and cats in rescue centres across the UK1
  • The commitment will kick off via a new £1.3m TV campaign from Pedigree, with in-store activation to follow in August

Through two of its most recognisable brands – Pedigree and Whiskas – Mars Petcare will be donating three million meals to dogs and cats in rescue centres across the UK[1]. A special programme of support will also be delivered to shelters and owners to ensure all pets are wanted, cared for and welcomed.

Kicking off the Adoption Mission, a new £1.3m TV campaign from Pedigree – the UK’s number one dog food brand[2] – will go live on 18th July, featuring the tag line ‘Feel the good. Adopt’. The advert aims to highlight the good that can come from pet adoption, showcasing the unconditional love and happiness that adopted pets can bring to families.

Working in partnership with the Association of Dogs and Cats Homes (ADCH) and its members, Mars Petcare will be providing a comprehensive programme of support to shelters across the UK. Through guidance from behaviourists, practical back-office training and toolkits, the company is aiming to help shelters overcome some of the barriers they face when it comes to pet adoption and tackle abandonment scenarios.

Arthur Renault, marketing portfolio director at Mars Petcare, comments: “The Adoption Mission will deliver work that will truly make a difference for dogs and cats across the country, supported by our petcare category leaders Pedigree and Whiskas, to help raise maximum awareness of the positive impact of pet adoption and help us work towards our global ambition of ending pet homelessness entirely by 2030.”

“Forming a crucial part of our dedication to making a better world for pets, the Adoption Mission will see us working directly with animal shelters to identify the misperceptions and help tackle the challenges around pet abandonment and adoption. It’s important to us that we share our journey with our loyal customers and we aim to do this through our marketing support and in-store activation. We know we can’t achieve this goal to end pet homelessness on our own – the support of pet-loving retailers and consumers is pivotal in driving long-term success.”

From August, in-store point of sale materials will be available to help retailers across all channels spread the word on Mars Petcare’s Adoption Mission, encouraging new and existing shoppers to support the campaign through their choice of purchase.

[1] From July 2021 – July 2022. One meal equivalent to 239 calories of Pedigree Dog Complete Dry with chicken and Vegetable, based on the average size dog of 14.8kg and 3 meals a day.

[2] Nielsen, RMS data, Total Pedigree, Value sales, 30.12.20

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