Help support shelter dogs this Sunday via #tweetforbowls

Via PRNewswire - Super Bowl Sunday has gone to the dogs. From pitching products to Puppy Bowls to ten seconds of fame in pulled commercials, dogs seem to be as much a part of game day as the halftime show.

But what's in it for the dogs? Aren't we just leveraging their natural cuteness to sell more products, win ad awards and drive ratings? Isn't it time we throw them a bone … or more specifically a bowl?

This Sunday, Pedigree Brand is empowering Americans to help give shelter dogs a new "leash" on life. Every time a dog appears during the Sunday night broadcast just tweet the hashtag #tweetforbowls, and Pedigree will donate a bowl of food to a shelter dog in need – up to 100,000 bowls. The brand will kick-start with a donation of 100,000 bowls.

"The reality is, every year more than four million dogs enter shelters, but only two million ever make it out," said Dan Jackson, marketing director, Mars Petcare U.S. "We need America to open up their hearts and homes to more than just the dogs they see in the commercials or during the Puppy Bowl. Shelter dogs deserve their day in the spotlight too."

To further amplify the initiative, Pedigree plans to run special "See what good food can do" commercials tagged with information about #tweetforbowls during the eleventh annual Puppy Bowl, which will be broadcast on Animal Planet.

The campaign, which launched in 2014, showcases the brand's mission to fuel shelter dogs with its good food, as well as help shelters better care for them while they wait for their forever homes.

Throughout 2014, Pedigree engaged more than 1,500 volunteers who logged thousands of hours painting, cleaning and building dog runs and agility courses at 48 shelters, as well as donated 500,000 pounds of food to help provide 13,000 dogs with nutritious meals.

For more information about #tweetforbowls or the "See what good food can do" campaign, visit the Pedigree Facebook or Twitter page.