Pedigree is helping support pet adoption while ensuring the safety of prospective pet parents and shelter employees, as most of the country continues to navigate their new normal of social distancing.
The brand is tapping into the cultural zeitgeist of video conferencing through services like Zoom, as shown in a campaign from BBDO NY themed #DogsonZoom.
Pedigree is hosting virtual dog adoption events at select shelters, allowing consumers to meet and adopt a new pet, all completely contact-free.
The pilot adoption events are taking place this week with the Nashville Humane Association. Pedigree will cover the full adoption fee, as well as the Zoom membership and equipment costs for the shelter.
Pedigree is in talks with other shelters, and new adoption events will be added to the campaign’s microsite. The Nashville Humane Association was selected as the first shelter because it is in the brand’s hometown and the two entities have an ongoing relationship from years of working together to help end pet homelessness.
To help support the practice of virtual adoption and assist shelters around the country with digitization, the Pedigree brand has made a digital toolkit available at MeetYourNewDog.com with directions and tips to help facilitate the virtual adoption process.
The campaign is being supported with online videos, PR support and social media content, including carousels for Instagram and Facebook to highlight the adoptable dogs at the participating shelters.