Pedigree Promotes Shelter Dog Adoption With Canine Selfie App

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Pedigree Adoptable Mask

The National Adopt a Shelter Dog Month is on across America, and the Mars-owned PEDIGREE brand has teamed up with Facebook to launch a customized camera effect to amplify the message behind its global FEED THE GOOD campaign—that dogs make us better people and that every dog deserves a loving home.

For this year’s campaign, PEDIGREE is rolling out an adoptable mask for social media. The Facebook camera effect, created by BBDO New York, lets users choose from multiple breeds of dogs to layer onto their selfie.

Pedigree Adoptable Mask

As a press release notes, “The technology then takes it an adorable step further by showing a real adoptable dog of a similar breed nearby, with help from AllPaws, an online resource that matches pet parents with a dog at a nearby shelter. The highly sharable filter combines camera technology with a cause to help dog-loving users find their potential new furry best friend.

Pedigree Adoptable Mask

“The new PEDIGREE Facebook camera effect is not only fun and entertaining, but it also supports pet adoption, a cause that’s at the core of our brand,” said   PEDIGREE Brand Manager Elizabeth Barrett. “We’re constantly looking for ways to stay relevant when talking to consumers, and this digital format delivers our adoption message in a way that’s both unexpected and impactful. We want consumers to selfie with the doggy-faced overlays to help raise awareness for dogs in need of a forever home.”

This Facebook camera effect is an extension of the FEED THE GOOD campaign from PEDIGREE reminding consumers of the joy dogs and humans can bring to each other and the many animals in need of a home. PEDIGREE is the number one brand of dog food and treats in the world and feeds more dogs than any other brand, offering products and formats for dogs at every life stage.

PEDIGREE has been a longstanding champion of adopting shelter pets, not only in its home market back also in the UK. In addition to the current month-long effort, National Adopt a Shelter Pet Day in April inspired this touching film:

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