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Crazy Pet Owners - Mars Petcare USA

Best Digital Communications Campaign

Issue 18 | March 2011

Background

The PEDIGREE Super Bowl ‘Crazy Pet Owners’ campaign was designed to renew interest in PEDIGREE and its Adoption Drive to find homes for over 4 million dogs abandoned each year in the USA.

The campaign needed to get extra leverage from an irreverent Super Bowl TV commercial starring unmanageable “crazy” pets, giving it an online life beyond TV through which user engagement could lead to greater food donations to the sheltered dogs through the PEDIGREE Adoption Drive Foundation.

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