Pedigree’s 12 Dog Stars Find Homes

The last of the dozen dogs featured in Pedigree’s dog adoption ad campaign has a new home.

Posted: March 13, 2008, 5 a.m. EST

The last of the 12 dogs in Pedigree’s multimillion-dollar dog adoption advertising campaign has found a home, the company recently reported. Echo, a tan-colored Border Collie mix who once resided in a Los Angeles-area shelter, now lives in a Southern California home overlooking the Pacific Ocean. According to Pedigree, Echo enjoys a big backyard, nature walks, loving adoptive parents, and other pet siblings – one dog, one bird, two cats, and a dozen exotic fish.

Pedigree, however, hopes to help more homeless dogs by raising money through its advertising campaign and donations, local adoption events, and sales of its products. It opened the Pedigree Adoption Drive Foundation this year, and expects the charity to channel $2 million to dog shelters this year, $1 million of which will come from Pedigree’s own donations and sales.

The high-profile campaign officially kicked off with commercials aired during New York City’s Westminster Kennel Club Dog Show this February.

Kate Walsh of ABC’s “Private Practice” lent a little star power to the campaign when she cut the ribbon on a Pedigree pop-up store and adoption center near Times Square that opened in the week prior to and following Westminster. Walsh spoke about the campaign in subsequent media appearances, and nearly 40,000 people passed through the tent in two weeks, adopting 30 dogs.

The campaign’s website (Dogsrule.com) offers videos and merchandise to aid the campaign and allows pet owners to make direct donations to the cause.

Consumers are responding to the “authenticity” of the ads with hundreds of phone calls and e-mails, said John Anton, director of Pedigree brand marketing.

“It's heartwarming to know that Americans share our immense love for dogs, and we are delighted to let them know each of the dogs appearing in our campaign, including Echo, have been adopted into loving homes," he said.

A pet owner who adopts a dog from any shelter is eligible to receive a free, one-month supply of dog food from the Dogsrule website. Anton said he expected thousands of pet owners to take advantage of that opportunity this year.


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heather   farmington, NH

3/13/2008 7:36:18 PM

that is great so happy for him.

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LaLa   salinas, CA

3/13/2008 7:07:14 PM

brend I see I am not the only one that feels like saving all precious living things maybe we could all get together and get a land for our dream to save them and as for baileys mom That is good info I have gone to this website and I never knew that about uploading a photo and that would help a doggie,now that i know that I will definatley do that thank you

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LaLa   salinas, CA

3/13/2008 7:01:27 PM

What great happuy ending story,I think I saw an epesode about this on celebrity apprentice,what a great job I did see the comercial at first I was so sad when the doggies say what have they done to be in jail but this time he had found a home. I love it!!! If I could I would take all of them all are so adorable

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Karen   Standish, ME

3/13/2008 6:57:38 PM

We loved Echo! We are so Happy this dog got adopted. This video clip made me cry! I am so glad this had a happy ending.. For so many dogs it is not! Thank you

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