The advertisement will feature the tagline ‘Feel the good. Adopt’. Mars said the advert aims to highlight the “good” that can come from pet adoption, showcasing the “unconditional love and happiness that adopted pets can bring to families”.
In addition, the group will also work in partnership with the Association of Dogs and Cats Homes (ADCH) and its members, to provide a “comprehensive programme of support to shelters across the UK.”
Through guidance from behaviourists, practical back-office training and toolkits, the company is aiming to help shelters overcome “some of the barriers they face when it comes to pet adoption and tackle abandonment scenarios”.
Furthermore, the group’s adoption mission will see Mars donate “three million meals to dogs and cats in rescue centres across the UK”.
Arthur Renault, marketing portfolio director at Mars Petcare, comments: “Forming a crucial part of our dedication to making a better world for pets, the adoption mission will see us working directly with animal shelters to identify the misperceptions and help tackle the challenges around pet abandonment and adoption.
He added: “It’s important to us that we share our journey with our loyal customers and we aim to do this through our marketing support and in-store activation. We know we can’t achieve this goal to end pet homelessness on our own – the support of pet-loving retailers and consumers is pivotal in driving long-term success.”