Become a Fan, Help a Dog

NASHVILLE, Tenn., March 30 /PRNewswire/ -- The PEDIGREE® Brand recently launched its sixth annual Adoption Drive to help shine a spotlight on the plight of homeless dogs in America.  The program focuses on helping dogs in need through a variety of efforts that help generate awareness, food and funding.

This year, PEDIGREE® Brand teamed up with country music star Carrie Underwood to rally dog lovers nationwide. Because of their shared belief that all dogs deserve a loving home and Underwood's outstanding advocacy for adoptable dogs, the PEDIGREE® Brand is a sponsor of her  "Play On Tour," offering an ideal way to highlight the cause that's close to Underwood's heart: dog adoption.  

"I can't imagine life without my dog, Ace," said Underwood. "I've had a passion for animals my entire life. They're such sweet and gentle souls that love you just because you love them back.  That's why I'm really excited about the opportunity to partner with The PEDIGREE® Adoption Drive to help get other people involved in this important cause. Showing your support is easy, just become a fan, help a dog."

Getting Involved

Every year nearly four million dogs end up in shelters and breed rescues organizations. Dog lovers who want to do their part to help can become a fan of The PEDIGREE® Adoption Drive on Facebook. For each new fan, the PEDIGREE® Brand will donate a bowl of food to help feed shelter dogs nationwide+. While on the Facebook page, dog lovers can also show their support by donating money to help find dogs loving homes, a portion of which will be matched by the Brand up to $500,000.  All donations go to The PEDIGREE Foundation, a non-profit, organization benefitting 501(c)(3) status animal shelters and breed rescues nationwide.  

Since launching their efforts back in mid-February, the Brand is proud to announce they have generated donations of more than 750,000 bowls of food and $600,000 to animal shelters and breed rescues.

"At PEDIGREE® Brand, everything we do is for the love of dogs, and we are very proud that we've been able to donate millions of dollars over the past six years to support dogs in need," said John Anton, marketing director of The PEDIGREE® Brand, Mars Petcare US, the makers of PEDIGREE® Food for Dogs.  "Our effort this year is already off to a strong start and particularly exciting because it's so easy for people that share our passion to get involved– simply become a fan and help a dog at www.facebook.com/pedigree."

Responsible Pet Ownership

It's important to note that adopting a pet is a decision that should not be taken lightly.  Caring for a pet is a big responsibility, but most dog lovers will tell you that adding a dog to your family will bring a great deal of joy and happiness.

To help educate potential dog owners, www.Dogsrule.com offers a special dog adoption area that provides a wealth of information about dogs, from how the adoption process works to training tips to guidelines for everyday care and nutrition.  A downloadable Adoption Guide is also available and details handy checklists for first-time animal shelter visits, vet trips and even shopping. To learn more about adoption and find a shelter near you, visit www.dogsrule.com.

Play On Tour

PEDIGREE® Brand is a proud sponsor of Carrie Underwood's "Play On Tour," hitting 54 cities across North America from March – June, 2010.  The Tour is in support of her third chart-topping album of the same name. For more information on the tour, log onto www.carrieunderwood.fm.

The tour sponsorship was negotiated on behalf of PEDIGREE® Brand by Cherry Heart Entertainment of Nashville, Tenn.   "Cherry Heart Entertainment is proud to have represented the PEDIGREE Brand in executing this partnership," said Jennifer Parker, SVP of Cherry Heart's Entertainment Marketing. "Recognizing the integrity of the brand's commitment to saving the lives of dogs, and Carrie's love and commitment to the same cause, it seemed like a natural fit."

About PEDIGREE® Brand

PEDIGREE® Brand is the number one brand of dog food in the world, offering a wide variety of products for different dog life stages.  As an innovative market leader, PEDIGREE® Brand is at the forefront of pet nutrition and understands pet owner needs by providing a range of innovative products and resources.

About Mars Petcare US

Mars Petcare US is the U.S. petcare operations of Mars, Incorporated, one of the world's leading food manufacturers. Headquartered in Franklin, TN, Mars Petcare US employs more than 3,000 associates in the United States, with 20 facilities nationwide and owns some of the world's favorite pet care brands, including PEDIGREE® Brand Food for Dogs, CESAR® Canine Cuisine, WHISKAS® Brand Food for Cats, and THE GOODLIFE RECIPE® Brand. In addition, Mars, Incorporated owns the portfolio of brands produced by ROYAL CANIN USA Inc., NUTRO Products, Inc. and GREENIES® Brand.

+ January 1, 2010 through December 31, 2010, for every fan of The PEDIGREE® Adoption Drive at Facebook.com, PEDIGREE® Brand will donate 8 oz. of PEDIGREE® Brand dry food for dogs to animal shelters selected by PEDIGREE® Brand up to a total of $1,000,000 (aggregate retail value).

Total donations from PEDIGREE® Consumer and Trade programs to local shelters in 2010: Minimum of $250,000 up to $2,000,000.

®/™ Trademarks © Mars, Incorporated 2010

SOURCE PEDIGREE