LOS ANGELES: Pedigree Food for Dogs is launching a major PR effort this month with the aid of Weber Shandwick's Chicago office.
Called the Pedigree Dogs Rule Adoption Drive, the program is part of a broader international marketing campaign that includes extensive promotions and advertising.
The PR effort will kick off with a Valentine's Day adoption drive that will reward the first 1,000 people who adopt a dog over the February 12 weekend at participating shelters with a free year's worth of dog food. The shelter will also receive a donation of a year's worth of food for a rescue animal.
Alice Nathanson of Pedigree parent company Masterfoods USA said that the effort was aimed at communicating the brand's internal values to a wider consumer audience.
"Everything Pedigree does is intended to match our values," she said, "and everything we do is to communicate our love of dogs. We wanted to bring the brand's platform to life for consumers in a tangible way. How better to communicate our love of dogs than to help encourage people to adopt a dog?"
WS is helping with media relations on the adoption drive.