Pedigree Will Use Super Bowl To Promote Pet Adoption

Pedigree dog food, which is owned by Mars, will be promoting the cause of pet adoption in its first-ever Super Bowl spot this February. It’s planning to use a humorous twist for the spot, like it did in a newspaper ad asking President-elect Obama to adopt a dog, Suzanne Vranica reports. The spot will show what life would be like without dogs. A string of crazy pets is expected to appear, including an ostrich giving a mailman a hard time.

Pedigree says it spends about half its marketing budget on the adoption message. “More dogs are going to end up in shelters because of home foreclosures,” says John Anton, Pedigree’s director of marketing. “Every time we run this campaign, we see increased sales.”

The brand is No. 3 in the U.S. market, with a 6.8% share of the market last year. It trails Colgate-Palmolive’s Hill’s Diet Science and Procter & Gamble’s Iams.