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Pedigree Adoption Campaign Calls on Millennials to Take a Step into Parenting

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The amusing 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

Pedigree Adoption Campaign Calls on Millennials to Take a Step into Parenting
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 in the latest adoption campaign via Colenso BBDO. The 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.

Fabio Alings, global brand director, Pedigree, commented: “Pedigree exists to make the world a better place for dogs. That’s why ending dog homelessness is a commitment that’s a big part of our DNA. If that means seeking out the tentative pre-parents of the world and offering them a baby-step into parenting, we’ll do it. After all, dogs are a great segue into family responsibilities.”



Cormac van den Hoofdakker, segment marketing manager, said: “There are young couples settling down everywhere, and while they might not be ready for kids, these loving homes represent a huge opportunity for dogs. For Pedigree, a company with a long history of helping shelter dogs, it’s an insight and a campaign that aligns perfectly with our mission.”


The campaign launches with a film celebrating dog-parents, OOH that shows that puppy love is very real, nursery-rhyme radio that provides an interesting taste of parenthood, and even goes as far as to offer an online presentation to convince a reluctant partner to ‘fetch a few more years’.

Dan Wright, group executive creative director, Colenso BBDO, commented: “It’s a wonderful moment in a young couple’s relationship when you both look deep into each other’s eyes and realise you want to start a family together… with a dog.”

Take a baby step into parenting with Pedigree.


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Client

Client: Pedigree

Agency

Agency: Colenso BBDO

Production

Production Company: 3&7

Director: Steve Ayson

Producer: Larisa Tiffin

DOP: Marty Williams

Editor: Luke Haigh

Colourist: Clare Burlinson

Online: Blockhead VFX

Sound: Craig Matuschka, Liquid Studios

Music Composition: Peter Van Der Fluit, Liquid Studios

Genres: Comedy, People

Categories: Home, Pet Supplies

Colenso BBDO, Wed, 02 Dec 2020 02:41:01 GMT