CLIENT
Mars
1. Fabio Ailings - Global Brand Director PEDIGREE Mars
2. Cormac van den Hoofdakker - Marketing Manager - Petcare Segment Mars
AGENCY
1. Nico Hume-Ainsworth - Group Business Director
2. Emma Tait - Strategy Lead
3. Maria Devereux - Chief Innovation Officer | Executive Creative Director
4. Kim Ragan - Group Creative Director | Head of Brand Experience
5. Teresa Luckman - Experience Design Lead
6. Arameh Bozorgi - Senior Programme Director
7. Dan Wright - Executive Creative Director
8. Ahmad Salim - Group Business Director
SUMMARY
Pedigree’s mission is to end pet homelessness by 2030. But 1 in 5 animals are returned to shelters because they aren’t a good match for their new family.
We needed to rethink adoption.
Introducing MyHooman - the first end-to-end adoption system that puts dogs first. It’s smart match algorithm means our dogs are matched with the right family, the first time.
Since launch, a third of the people to the experience have found their perfect match. And of those matched, 39% are happily in their forever home.
