New PEDIGREE Loyalty Program Rewards Members with the Unconditional Love of a Dog
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With BBDO New York, the PEDIGREE brand covers dog adoption fees with 'One True Loyalty Program'
The PEDIGREE brand is introducing the One True Loyalty Program – a first-of-its-kind loyalty program that provides genuine loyalty in the form of a furry best friend. Recently, shelters around the country have seen a tremendous increase in dog adoptions, as people are craving connection and companionship while social distancing. To help encourage more adoptions, the PEDIGREE brand will cover the adoption fees (up to $200 USD) for new pet parents who adopt a dog and purchase two bags of PEDIGREE dog food (15 lbs or more), starting Saturday 1st August through to 31st October 2020.
The brand and its charitable organisation, PEDIGREE Foundation, have a long-standing mission of ending pet homelessness. With this program, they are continuing that mission by helping to support the transition of shelter dogs into pets with loving forever homes.
In a 2019 survey from the Human Animal Bond Research Institute and Mars Petcare, 80% of pet owners said their pet makes them feel less lonely. It's this companionship and loyalty that makes our four-legged friends truly unmatched, especially in today's world of social distancing.
The campaign launches with new creative that humorously depicts how most Loyalty programs require months of purchasing to earn a small reward – like a few airline miles or a free sandwich or coffee – but this first-of-its-kind program provides the immediate loyalty of a furry best friend, while also supporting the transition of shelter dogs into pets with loving forever homes.
"There are so many loyalty programs out there that take months of purchasing to receive a small reward, but when we think of loyalty, our minds go straight to dogs," said Melodie Bolin, marketing director at Mars Petcare. "Nothing compares to the loyalty of our four-legged friends and the positivity and love they bring to our homes. The One True Loyalty Program is our way of celebrating that one-of-a-kind companionship with a twist on your typical loyalty program, while also furthering our PEDIGREE brand purpose of supporting pet adoption."
For more information about the One True Loyalty Program, visit PEDIGREELoyalty.com or follow along on the PEDIGREE brand's Facebook, Instagram and Twitter channels. For more ways to support pets in need, consider making a donation to PEDIGREE Foundation.
Client: MARS PETCARE / Pedigree
CAMPAIGN TITLE: One True Loyalty Program
Creative Agency: BBDO, New York
Chief Creative Officer, Worldwide: David Lubars
Executive Creative Directors: Peter Kain and Gianfranco Arena