Mars Petcare México: Adoptafest - The biggest adoption event in Mexico

Pedigree, a pet food brand, launched Adoptafest in Mexico to encourage the public to adopt a dog through a digital activation and influencer outreach.

Campaign details

Brand: Mars Petcare MéxicoAgency: Porter Novelli México

Summary

Pedigree® needed to be positioned as the brand that leads adoption and animal welfare efforts in Mexico through its program "Pedigree Adóptame®", a platform that supports, trains and brings together organizations and individual rescuers focused on animal protection. To achieve it, Pedrigree® planned to have the biggest adoption event ever registered in Mexico.

In addition to communicate this event and position Pedigree® as a brand that cares about animal welfare and pet adoption, we needed to overcome the results of "Join The Good", Pedigree®'s 2016 event, in...

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