Pedigree will match your kids' doodles with the ideal rescue dog
Campaign from BBDO uses AI tech to find the best fit for a family pet
Mar 11, 2022
Kids campaigning for their parents to finally cave in and get a dog now have a new weapon in their armory—the humble doodle.
Pedigree has launched a scheme that will match kids' drawings of their ideal pup to actual rescue dogs, using AI technology and machine learning. The campaign, via BBDO New York, is called "Rescue Doodles."
It asks people to snap a photo of the child's drawing and text it to the "Rescue Doodles" phone number. They will then be directed to the nearest match at a suitable nearby adoption shelter, in partnership with Adopt-a-Pet.com.
"Every dog deserves a loving home, and 'Rescue Doodles' is the latest program in a long line of initiatives from the Pedigree brand promoting adoption," said Jean-Paul Jansen, vice president of marketing for Mars Petcare North America, in a statement. "This program is unique because it takes a simple, everyday activity for children—doodling—and turns it into a fun way to add a new member to the family."