PEDIGREE launches Support Dogs Program

(Courtesy PEDIGREE Brand)

PEDIGREE Brand has launched a new brand campaign that celebrates dogs as essential supporters through challenging times.  

As part of the program, the PEDIGREE brand has created a nationwide support fund, Essential Support Dogs, that will provide up to $2.5M in nutritional and financial assistance across the U.S. to help ensure dogs can stay with their loving pet parents.

PEDIGREE has teamed up with Walmart to offer discounts in-store for PEDIGREE dry products. Starting today, pet parents across the country can receive discounts off their next purchase of PEDIGREE dry products and families in need may also sign up for ongoing financial support at   

Created in partnership with Colenso BBDO, Barefoot, MediaCom, and Weber Shandwick, Essential Support Dogs is the latest program in a long line of initiatives from the PEDIGREE brand aimed at promoting adoption and helping all dogs find loving homes, including the annual One True Loyalty Program, Dogs on Zoom, and PEDIGREE Foundation efforts.

“PEDIGREE’s ambition is to end pet homelessness and we’ve helped them produce a heritage of innovative ideas that live up to this. But rather than simply focusing on adoption, Essential Support Dogs delivers to this in a new way. By addressing a huge pain point for pet parents, PEDIGREE is able to act as a safety net, making sure people and pets can stay together,” notes Nico Ainsworth, Colenso BBDO Group Business Director

Pet parents are encouraged to share a video or photo on Facebook, Instagram, TikTok or Twitter showing why or how their four-legged friend is essential. For each post that is shared between May 10 and July 26 which includes the campaign hashtag #EssentialSupportDogs and tags the PEDIGREE brand’s account, PEDIGREE will donate $5, up to $100K, to provide assistance for dogs in need through PEDIGREE Foundation Safety Net grants.

These grants will help keep people and pets together through immediate assistance with medical expenses, nutrition or temporary housing. Watch below:

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“After everything dogs have done for us over the last couple of years, it doesn’t seem fair that financial pressures have the potential to break that valuable bond between a pet parent and their dog. PEDIGREE Essential Support Dogs is a nationwide fund designed to celebrate & protect this relationship, so people aren’t forced to surrender their much-loved dog because they can’t afford to feed or care for them,” says Maria Devereux, Colenso BBDO Chief Innovation Officer.

Built off the belief that pets make the world a better place, the Essential Support Dogs program is part of the work Mars, Incorporated and its other much-loved petcare brands are doing to create a world where pets are healthy, happy, and welcome.

Those interested in donating to the cause or wanting to purchase a dog tag can check out or the DOGS RULE.® store at





  • Director: Alexandria Hodge
  • Executive Producer: Bex Kelly
  • Producer: Duncan Bernard
  • 1st AD: Jonny Moffatt
  • Grade/Colorist: Pete Ritchie

MUSIC: Liquid Studios

  • Composer – Peter Van der Fluit
  • Sound Engineer – Craig Matuschka



PR AGENCY: Weber Shandwick

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