Mars Petcare Philippines bags FMCG Asia Awards 2024 for innovative shelter dog campaign

The campaign has not only highlighted the benefits of PEDIGREE’s complete and balanced nutrition but has also accelerated the adoption of shelter dogs.

Pet health and wellness brand Mars Petcare Philippines has been recognised as the recipient of the Excellence Award - Philippines title at the prestigious FMCG Asia Awards 2024 for the success of its PEDIGREE 6 Weeks Challenge campaign in improving the health and adoptability of long-term shelter dogs through proper nutrition, care, and veterinary support.

In partnership with the Animal Kingdom Foundation (AKF), the initiative is designed to accelerate the rehabilitation of shelter dogs through high-quality nutrition and care.

Fifteen shelter dogs were fed with PEDIGREE food and monitored over six weeks to see significant improvements in body condition, coat quality, digestive health, and overall well-being. These dogs have been chosen based on their length of stay in the shelter and their health conditions manageable with the right nutrition.

The campaign has also ensured that shelter handlers understand the benefits of proper nutrition through guidance on feeding schedules and best practices.

Partnering with AFK has also promoted adoption by sharing their progress with potential adopters via social media. By the end of the challenge, these dogs are showcased as healthier, happier, and ready for adoption, culminating in a graduation ceremony where their improvements were celebrated.

Upon completion of the programme, the profiles of the rehabilitated dogs were uploaded to Mars Petcare's WeR4HappyTails adoption portal, allowing interested pet parents to view and connect with these dogs online. This approach streamlines the adoption process and provides a modern, digital solution to help rescued dogs find their forever homes more quickly.

A large portion of the campaign’s success is attributed to the social media stories of the dogs, which has helped increase engagement and adoption interest. Unlike typical campaigns that focus solely on brand messaging, the PEDIGREE 6 Weeks Challenge includes weekly monitoring by veterinarians, with clear health parameters tracked throughout.

This allows for data-driven storytelling, showing how good nutrition can transform a dog’s physical condition over a short period.

Mars Petcare Philippines’ campaign is a powerful example of how products can create meaningful social change with a data-driven approach, innovative digital adoption platform, and strong partnership with animal welfare organisations.

“Its success in improving the dogs’ health and connecting them to potential adopters positions PEDIGREE as both a leader in pet nutrition and a brand that deeply cares about animal welfare, aligned with Mars Petcare's purpose of creating A Better World For Pets and the company's commitment to Ending Pet Homelessness,” it said.

Organised by Retail Asia, the FMCG Asia Awards 2024 celebrates the most outstanding companies in Asia’s FMCG industry, recognising exceptional products, innovative initiatives, and remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].