WWTT? You Can Attend a Virtual Dog Adoption Interview, Thanks to Pedigree

If you’re looking for a furry best friend, stay at home orders don’t have to keep you from finding them, thanks to Pedigree. The brand, best known for its dog food and care products, has a new campaign helping animal shelters provide virtual dog adoption interview possibilities via Zoom.

Have you noticed when you’re on a video chat with just about anyone nowadays, people get excited if your pet(s) decide to participate as well? The stress of the pandemic is taking such a toll on people that seeing an animal is a highlight to their day, especially if they don’t have any pets of their own. But if you’re looking for a furry best friend, stay at home orders don’t have to keep you from finding them, thanks to Pedigree. The brand, best known for its dog food and care products, has a new campaign helping animal shelters provide virtual dog adoption interview possibilities via Zoom.

The campaign, known as “Dogs on Zoom” is featured on the site MeetYourNewDog.com (a landing page on Pedigree’s site). The campaign kicked off on May 13, featuring the Nashville Humane Association (Pedigree has a replay of this Zoom event available to watch on YouTube, so if you need a little extra cuteness I highly recommend watching for a bit.).

Potential adopters can sign into the event via Zoom, ask the presenter questions about the featured dogs, and receive additional information about adopting — all without ever leaving their homes.

As of May 14, there are dog adoption interview Zoom meetings scheduled for May 14, 15, and 18 with different shelters, and the possibility for even more shelters to sign on to the project to help dogs find their forever homes.

"Dogs on Zoom" campaign hosts dog adoption interview events via ZoomAccording to MediaPost, the Nashville Humane Association was selected for the first few events, since it is the hometown shelter for Pedigree. And while the MeetYourNewDog.com site lets potential adopters know that the brand is covering adoption fees, MediaPost also shared that Pedigree is covering the Zoom fees for shelters.

This makes the decision for shelters to apply to participate in these dog adoption interview Zoom events easy, because the barrier to entry is fairly low, and there will still be adoption fees collected (instead of a standard practice of waiving fees in order to entice more adopters). Because these fees go directly into the care of animals and running of the organizations, anytime a shelter can keep them in place is important to the bottom line … also known as the bottom of the kibble bag (excuse the cheesy joke — I used to volunteer at an animal shelter).

Pedigree worked with BBDO NY on the campaign, and I have to say that the “Dogs on Zoom” Shelter Toolkit — available on the site — is an excellent example of educational content creation to provide all parties with the necessary tools for a successful outcome. The toolkit walks shelters through the entire practice of hosting the virtual adoption event, from how to use Zoom to how to best keep the dogs and audience engaged.

Not only is this campaign doing something great for shelters and supporting the pups it’s helping to find homes, but it’s also helping a lot of humans. Not everyone is sheltering in place with families, significant others, or room mates. There are a lot of people living alone during this pandemic, and feeling very isolated.

While being able to get on a Zoom call to enjoy a virtual meet up with friends is nice, having a pet to share space with helps a lot people deal with loneliness and other mental health issues that could be exacerbated during these extremely challenging times.

It’s uplifting to see, week after week, the creative minds behind myriad brands and agencies think of how to help. Not every brand can switch over to making PPE or necessarily do something monumental to support healthcare workers.

But it’s still meaningful when a brand thinks about what other sources of good it can provide. And sure … the more dogs adopted can mean more Pedigree brand dog food sold … but for now, I’m going to take solace in the idea that Pedigree is helping shelter dogs find their forever homes and people find their newest four-legged friends.

But marketers, that’s just what I think … tell me what you think about this campaign in the comments below!

WWTT? Super Bowl Ad Illustrates Snickers’ Plan to Fix the World

This year, Feb. 2 wasn’t just Groundhog Day — it was also Super Bowl LIV. With the cost of a 30-second Super Bowl ad clocking in at $5.6 million, stakes were high, as usual, and ads ran the gamut from quirky to nostalgic, with some political and heart string-pulling ads debuted as well.

This year, Feb. 2 wasn’t just Groundhog Day — it was also Super Bowl LIV, and while we did get to see the furry critter and Bill Murray team up again in a Jeep ad, there was more than cute rodents and amusing gimmicks during the Big Game’s commercials. With the cost of a 30-second Super Bowl ad clocking in at $5.6 million, stakes were high, as usual, and ads ran the gamut from quirky to nostalgic, with some political and heart string-pulling ads debuted as well.

One of the standout Super Bowl ads of the evening was Snickers’ and BBDO’s “#SnickersFixTheWorld” campaign, which illustrates how the candy maker plans to fix the world. The ad, which loosely spoofs Coca-Cola’s 1971 “Hilltop” commercial (you know the one, where you’d “like to buy the world a Coke, and keep it company.”) provided its own weird twist on a community coming together and singing.

https://youtu.be/SLAV4LYO-yU

“SnickersFixtheWorld,” which launched with a 30-second version as its Super Bowl ad, is the latest evolution of  Snickers’ award-winning “You’re Not You When You’re Hungry” campaign. And considering the number of challenges faced globally today, ranging from the Coronavirus to climate change, immigration issues and presidential impeachment, the idea of using chocolate to calm down the world does offer some comic relief. If only it was that easy.

Snickers Brand Director Josh Olken commented:

“Since the first Super Bowl spot 10 years ago, we’ve shown the power of Snickers to satisfy when you’re out of sorts. Our attempt to ‘fix the world’ is a new angle, and our biggest yet: When the world itself is out of sorts, maybe it just needs a Snickers.”

The Super Bowl ad , while maybe not as quirky as others (I’m looking at you, Bryan Cranston and Mountain Dew), definitely resonated with other advertising professionals, especially Super Clio jurors who selected the Snickers ad as the Super Clio winner for 2020.

Super Clio juror Jaime Robinson, Co-Founder & CCO of Joan Creative commented:

“It was a lively and engaging discussion and we talked at length about idea, execution, and the very specific media event that is the Super Bowl. In the end, we loved Snickers for being so in-tune with the world as it is right now, for being a fresh idea that re-frames a longstanding campaign, and for having a really, really good laugh at the overly earnest ads of recent Super Bowls past. It seems sadvertising’s reign might just be coming to an end.”

But for Snickers, its Super Bowl ad was just the beginning. Following the Kansas City Chief’s win, Snickers placed the following print ad in the Kansas City Star, cheekily taking credit for the team’s first Super Bowl win in 50 years:

Snickers ad in Kansas City Star
Credit: Snickers/BBDO

Shifting from #SnickersFixtheWorld” to #SnickersFixedtheWorld, the brand has created two 15-second spots showcasing how throwing a huge Snickers into a hole in the earth has begun to fix things. Titled “Chancellor” and “Online Date,” both shorts feature actor Luis Guzman giving credit to Snickers for the wins.

https://youtu.be/iSigOPo1v00

It will be interesting to see where else Snickers takes the #SnickersFixtheWorld” campaign — what other issues the candy maker will tackle, and what channels the campaign will spread to.

What do you think marketers? Did Snickers deserve the Super Clio, or was there a more worthy Super Bowl ad? Let me know in the comments below.