FRANKLIN, Tenn., Oct. 9, 2017 /PRNewswire/ — National Adopt a Shelter Dog Month kicked off this October, and to help raise awareness for the cause, the PEDIGREE® brand has teamed up with Facebook to launch a customized camera effect that is now live. As one of the first brands to launch a customized camera effect, the PEDIGREE® brand is using this technology to amplify the message behind its global FEED THE GOOD™ campaign, which is that dogs make us better people and that all dogs deserve a loving forever home.

The Pedigree(R) brand logo. (PRNewsfoto/PEDIGREE(R) Brand)

Consumers looking to use the PEDIGREE® camera effect will find a variety of fun doggy-faced overlays to try out, accompanied by information about adoptable pooches in their area. In addition to promoting adoption through the creative design, the PEDIGREE® brand will also be giving back to dogs in need with this new campaign.

«The new PEDIGREE® Facebook camera effect is not only fun and entertaining, but it also supports pet adoption, a cause that’s at the core of our brand,» said Elizabeth Barrett, PEDIGREE® Brand Manager. «We’re constantly looking for ways to stay relevant when talking to consumers, and this digital format delivers our adoption message in a way that’s both unexpected and impactful. We want consumers to selfie with the doggy-faced overlays to help raise awareness for dogs in need of a forever home.»

The PEDIGREE® brand’s Facebook camera effect – created by BBDO New York – allows users to choose from multiple breeds of dogs to layer onto their selfie. The technology then takes it an adorable step further by showing a real adoptable dog of a similar breed nearby, with help from AllPaws, an online resource that matches pet parents with a dog at a nearby shelter. The highly sharable filter combines camera technology with a cause to help dog-loving users find their potential new furry best friend.

By creating this Facebook camera effect as an extension of the FEED THE GOOD™ campaign, the PEDIGREE® brand is reminding consumers of the joy dogs and humans can bring to each other, as well as the numerous pups in need of a forever home.

For more information on the PEDIGREE® brand, visit You can also find us on, and YouTube/PedigreeBrand.

About the PEDIGREE® Brand

The PEDIGREE® Brand is the number one brand of dog food and treats in the world, feeding more dogs than any other brand. The PEDIGREE® Brand offers a wide variety of products and formats for dogs at every life stage. The PEDIGREE® Brand is built on an unwavering love for all dogs and a commitment to dog adoption. For more information, please visit

About Mars Petcare

Mars Petcare US is the U.S. operations of the world’s largest petcare company at the privately-held Mars, Incorporated. Mars Petcare US produces some of the world’s most beloved pet care brands, including PEDIGREE® Pet Food and Treats for Dogs, CESAR® Canine Cuisine, IAMS™ Pet Food, SHEBA® Entrees for Cats, WHISKAS® Food for Cats, GREENIES™ Dental Chews and PILL POCKETS™ Treats, NUTRO™ Pet Food, EUKANUBA™ Pet Food and TEMPTATIONS™ Treats for Cats, as well as exclusive brands products for some of the leading retailers in the U.S. Headquartered in Franklin, Tenn., more than 3,700 Mars Petcare US associates make, sell and distribute its high-quality pet food from 20 manufacturing facilities located in communities across the U.S. For more information, please visit

®/™ Trademarks © Mars, Incorporated 2017.  Other trademarks are property of their respective owners.



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