We identified the Broadway revival of Annie the Musical as the perfect partner to demonstrate PEDIGREE®’s nutritional benefits in the context of a familiar and beloved adoption story.

Through our partnership with the musical, we teamed up to document Annie’s Search for Sandy through a TV special in which PEDIGREE® and animal trainer Bill Berloni conducted a nationwide search for a real-life shelter dog to play the role of Sandy - the other orphan in the musical Annie. Our search turned up Sunny. Abandoned, dragged by a car, and moments from euthanasia, Sunny was plucked from a Houston shelter to train with Bill.

Beyond TV, we used social media, PR and on-site events to bring people along on Sunny’s transformative journey from shelter to stage.

Fans were rooting for her! We gave them the opportunity to actively demonstrate their support of PEDIGREE® Foundation by purchasing tickets or special-edition PEDIGREE®-Annie blankets.

The Annie partnership delivered more than 100 million PEDIGREE® touch points. Across PEDIGREE and Annie social assets, the program generated more than 61,283 minutes of engagement and the partnership was mentioned in 615 publications, earning more than 23 million impressions including Sandy’s appearances on high-profile national platforms. The value of the program’s impact was 4.5X the investment! And through the Annie partnership, we raised over half a million dollars for PEDIGREE® Foundation.

In the end, Sunny’s life was not only spared, it was transformed. PEDIGREE® showed America that with a little love and good nutrition, all shelter dogs can shine.