The New York Times published an article stating that the Westminster Kennel Club Dog Show had dropped long-time sponsor Pedigree, in part because of its ads focusing on adoption.
“We want people to think of the Westminster Kennel Club Dog Show as a celebration of the dogs in our lives,” said David Frei, the club’s director of communications and the host of the show for over two decades.
“Show me an ad with a dog with a smile; don’t try to shame me,” Mr. Frei told The Associated Press. The kennel club had expressed its concerns to Pedigree, he said, adding, “We told them that, and they ignored us.”
Melissa Martellotti, a brand communications manager for Mars Petcare US, which makes the Pedigree brand, said that Westminster had initiated the split and that dog show officials told the pet food company that its decision involved concerns about the ad campaign.
“They’ve shared with us, when we parted ways, that they felt that our advertising was focused too much on the cause of adoption and that wasn’t really a shared vision,” Ms. Martellotti said. The kennel club is “focused on the purebred mission,” she added.
Pedigree Foundation has traditionally kicked off its campaigns around the time of the Westminster Dog Show (which takes place this year on February 13 and 14). Over the years, Pedigree has raised over $7 million to help shelter dogs, and while it is no longer associated with the dog show, Pedigree remains committed to this cause.
From now until February 14 at 11pm ET, Pedigree is holding its own "Every Dog, Dog Show" on Facebook. For every person who uploads a photo of their four-legged friend or tells their dog's story on Pedigree's Facebook page, Pedigree will donate a bowl of food, up to 500,000 bowls.
Show your support of the Pedigree Every Dog, Dog Show because EVERY dog deserves a forever home.
Source: NYTimes.com and ChicagoNow.com
Image via www.facebook.com/Pedigree