Pedigree® is launching a nationwide initiative in January 2008 to help raise money and awareness to benefit dogs in rescue centres.

Launching on 1st January 2008, The Pedigree Adoption Drive™ will be supported with a £4.5 million campaign, demonstrating Pedigree’s commitment to raising money and awareness about the issue of homeless dogs in the UK.

For every Pedigree product sold the brand will donate money, raising up to £500,000 in the first three months. The campaign, fronted by a high profile television personality (to be announced), will create nationwide consumer excitement and awareness via TV advertising, press, outdoor poster sites, direct mail, in-store point of sale, promotional deals, and PR activity including show-casing the campaign at Crufts.

The Pedigree Adoption DriveTM campaign is the biggest ever brand initiative for Pedigree and is the first campaign that Pedigree in the UK will use packaging that carries the campaign messaging across the majority of the items in its range.

Consumers can engage and interact with the campaign by visiting http://www.pedigreeadoptiondrive.com/, a website inviting dog lovers to pledge their support for the campaign by purchasing a campaign T-shirt and follow the journey of the abandoned dogs featured in the advertising that are being cared for at Battersea Dogs & Cats Home. The site also hosts a search facility to help people who are looking to give a loving home to an abandoned dog, find local re-homing centres.