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Mars Petcare launches Pedigree ‘Feed the Good’ campaign in a bid to drive charity donations

Mars Petcare has launched a TV and digital campaign for Pedigree that aims to showcase the good that dogs can bring out in people and drive donations to the PetRescue charity.

The 30-second TV spot, from Clemenger BBDO Melbourne, shows two gangs aggressively confronting each other on a street corner.

But two of them stop brawling and team up to rescue a cowering alsatian which is caught in the middle of a busy road.

The campaign, which carries the strapline Feed the Good, is supported by promotions at 5o Coles supermarkets and six shopping centres. Major digital activations will also be held at the super-screen at Melbourne Central today and Sydney’s World Square tomorrow.

Each site features contactless payment donation technology with Petcare claiming it is the first such WiFi enabled digital out-of-home campaign in Australia.

The campaign is inspired by Pedigree’s vision to feed 100 million dogs globally and will encourage consumers to make a $2 donation directly to PetRescue.

Mars Petcare general manager Sylvia Burbery said the technology, together with the multi-channel marketing drive, will “deliver cut through”.

“Debuting Australian-first technology is hugely exciting and when combined with compelling creative and a fully integrated campaign strategy that spans multiple channels, we will inspire positive consumer engagement that delivers cut through,” she said.

“Pedigree believes that dogs make the world a better place and bring out the good in us all.  Feed the Good sets out to connect with Australians emotionally and encourage a donation of just $2 to help raise vital funds for our established charity partner, PetRescue and support the fantastic work they do to care for and re-home unclaimed animals.”

Credits

Client: Pedigree

Creative: Clemenger BBDO Melbourne

Activations: The Marketing Shop

Media: Starcom

PR: One Green Bean

Partner credits

Media, Software and Hardware in-store and out-of-store activations: Val Morgan Outdoor

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