‘Child Replacement Program’ Campaign takes Clever Approach to Encouraging Dog Adoption

Throwing off the traditional emotional appeal of guilt trips and depressing images of animals locked up in a shelter, Colenso BBDO has developed a clever campaign for Pedigree in New Zealand that encourages Empty Nesters to adopt a dog through the “Child Replacement Program.”

On the website we’re prompted with this text:


Along with the website to assist you in dog adoption, the campaign is comprised of print and video and rolled out in strategic spots where Empty Nesters frequent.

“Half the fun of this job has been working with our media partner [Starcom],” said Simon Vicars, creative group head at Colenso BBDO in Auckland, New Zealand to Ad Week. “They found us TV, cinema, radio, online banners and billboards in all the places frequented by this demographic. They even got us digital signage in the departure hall of the airport. So, as soon as your kids leave the country, you can replace them!”


Agency: Colenso BBDO
Client: Mars NZ (Pedigree)
Marketing Director – Oliver Downs – Mars NZ
Marketing Manager – Pet – Cormac Van Den Hoofdakker – Mars NZ
Brand Manager – Dog & Specialty – Maria Granados – Mars NZ
Prod/Film Company: Exit Films
Director: Adam Gunser
Sound Design: Franklin Road
Media Agency: Starcom NZ

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