Mars Petcare is hoping to end pet homelessness by 2030 with the UK launch of its Adoption Mission commitment.
The Adoption Mission will see Mars Petcare donate three million meals to dogs and cats in rescue centres across the UK and the commitment will kick off via a new £1.3m TV campaign from Pedigree, with in-store activation to follow in August
From August, in-store point of sale materials will be available to help retailers across all channels spread the word on Mars Petcare’s Adoption Mission, encouraging new and existing shoppers to support the campaign through their choice of purchase.
Arthur Renault, marketing portfolio director at Mars Petcare, said: “The Adoption Mission will deliver work that will truly make a difference for dogs and cats across the country, supported by our petcare category leaders Pedigree and Whiskas, to help raise maximum awareness of the positive impact of pet adoption and help us work towards our global ambition of ending pet homelessness entirely by 2030.”
“Forming a crucial part of our dedication to making a better world for pets, the Adoption Mission will see us working directly with animal shelters to identify the misperceptions and help tackle the challenges around pet abandonment and adoption. It’s important to us that we share our journey with our loyal customers and we aim to do this through our marketing support and in-store activation. We know we can’t achieve this goal to end pet homelessness on our own – the support of pet-loving retailers and consumers is pivotal in driving long-term success.”