Pedigree is using some star power to highlight pet adoptions as part of a brand campaign.
Katherine Schwarzenegger, a New York Times best-selling author, pet adoption advocate and philanthropist, will be the spokesperson for the “Every Pup’s Superpower” campaign.
The campaign is launching in support of Pedigree's sponsorship of the new IMAX documentary, "Superpower Dogs," which highlights the extraordinary abilities of dogs who save lives and make the world a better place.
Schwarzenegger, the eldest child of actor and politician Arnold Schwarzenegger and broadcast journalist Maria Shriver, recently released a book, "Maverick and Me," introducing children to the concept of animal rescue. She joined Pedigree recently at the premiere of the movie in Los Angeles.
As part of the campaign, Pedigree and Schwarzenegger are asking consumers to join them in promoting pet adoption and celebrating the superpowers in all dogs by sharing what is special about their own dog on social media.
For every engagement or personal story shared using the hashtag #EveryPupsSuperpower, the Pedigree brand will donate one bowl of food, up to 500,000 bowls, to shelter dogs awaiting adoption.
In addition, the Pedigree Brand will donate $250,000 to the Pedigree Foundation to support shelters around the country.
The program is a demonstration of the brand’s commitment to finding loving homes for all dogs, says Elizabeth Barrett, brand manager at Pedigree, which is a Mars Petcare brand.
"Every Pup's Superpower" is an extension of the Pedigree brand's global “Feed the Good” campaign, which is based on the insight that dogs and humans benefit each other. The program will serve as a way to highlight the importance of pet adoption while showing the remarkable abilities of dogs to bring out the best in the people around them, Barrett, says.