We wanted to make participation as easy as possible. Of course you could participate by adopting a dog, buying a ‘dog’s best friend’ T shirt. Or you could join the many people who tuned in to Dog Rescue ITV1’s most successful AFP (created by MediaCom) to follow the stories of some of the dogs that starred in the ad communications. This ratings winner was voiced by famous actor Stephen Tomkinson and profiled the work of charities featured in the Dog Adoption scheme. Most importantly, people could donate just by buying Pedigree food. We got amazing trade participation with the installation of Dog Adoption Kennels in store where anyone could buy dog food and place it inside to be donated to the nearest dog home . As a consequence we achieved the unthinkable - even non dog owners were buying food and having their kids drop it off in the kennels.

The result was happy dogs and healthy sales. The campaign delivered the highest recorded visits ever to dog homes with highest conversion to adoption. The target to donate £250K to dog homes was smashed with a donation of £500K. The brand achieved value growth 7.7% and Bakers lost share (despite a massive NPD launch). And guess what? Whenever our Dog Adoption show was aired (as it moved time slots) it increased the audience size for the time by 15%