Pedigree 'Feeding Brighter Futures' campaign to sponsor Paul O'Grady: For The Love Of Dogs as part of fully-integrated campaign

“This is a fully-integrated campaign to raise awareness of our commitment to feed one million meals to dogs in re-homing centres and we are delighted to have Paul O’Grady – a passionate advocate of giving rescue dogs a good home – on board as the Ambassador of our “Feeding Brighter Futures” campaign. At Pedigree everything we do is for the love of dogs and we are committed to ensuring that dogs in re-homing centres up and down the country get the expert nutrition they need to help them on the road to a brighter future,” commented Gemma Howells, Pedigree senior brand manager.

A TV advert featuring the story of a rescue dog and his journey to a forever home will also run as part of the campaign debuting this evening (Wednesday 8 May) during Coronation Street on ITV1 (shown above).

The initiative will see dogs in re-homing centres across Britain provided with food donations of Pedigree wet and dry food. Both the partnership with Paul O’Grady and ad campaign have been designed to drive awareness of the needs of rescue dogs in the UK and the role that they healthy balanced meals play in their road to a new home.

Mark Fairbanks, Creative Partner at AMV BBDO, added: “This is a beautifully simple and engaging campaign which demonstrates, through Pedigree’s crucial work with rescue dogs, the importance of the right nutrition to help dogs when they need it the most.”