The Shelter Dog Collector Album

A Proactive Idea for Pedigree

Pedigree has been proactively campaigning for and working with shelter animals and dog adoption for almost two decades. As a brand, they make a continuous effort to bring shelter animals into new, loving homes.

The Collector Album is a proactive concept developed for Pedigree to expand on their customer activation, with the aim of familiarizing customers with their local shelters as well as potentially increasing shelter dog adoption. People assume shelter dogs are difficult, damaged or unwanted, even though many were surrendered because their owners could no longer care for them. The problem is not that these dogs have nothing to offer. It’s that too few people get to know them.

Pedigree transforms real shelter dogs into the stars of a nationwide collector album. Families collect dogs by personality, discover their individual stories and scan each sticker to meet the dog behind it. This turns the urge to complete a set into a reason to consider adoption.

A Pedigree purchase at a participating animal supply store unlocks the album and first sticker pack. Every additional purchase of Pedigree products earns five more stickers. Each features a real shelter dog and a QR code linking to its live adoption profile. This encourages repeat purchases while generating new shelter enquiries.