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Pedigree Dog Food Lands ‘Celebrity Apprentice’ Tie In

By Jan 08, 2008

Donald Trump’s “Celebrity Apprentice” series goes to the dogs proactively this week in a deal to elevate consumer consciousness about canine homelessness.

The NBC reality series will present a scenario focusing on the very real need to adopt homeless dogs as a precursor to Pedigree Food for Dogs’ annual adoption drive. The two competing celebrity teams are tasked with creating a community awareness campaign during the Jan. 10 episode sponsored by Pedigree that conveys the message of the dog adoption effort.

The resulting winning public service announcement will air during USA Network’s carriage of the 132nd annual Westminster Kennel Club Dog Show on Feb. 11 and 12. That coincides with the kick-off of the Pedigree Adoption Drive on Feb. 7.

“Our hope is that after this episode airs, the importance of dog adoption will be a cause that hits home for dog lovers everywhere,” said Rob Leibowitz, vice president of marketing for Mars Petcare U.S., in a statement.

Mars Petcare U.S. is the U.S. pet care operation of brand manufacturer Mars, Inc. Pedigree is one of its brands.

This year’s adoption drive activities include the creation of a dog adoption focused store in New York City’s Times Square during February, offering consumers opportunities to adopt pets and purchase ‘Dogs Rule’ gear to support the cause. Pedigree print and broadcast ads will also push the message during the month-long campaign.

More information about the adoption drive is available at http://www.pedigree.com.

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