Pedigree Partners With Battersea Dogs & Cats Home


June 2010 saw Pedigree expand its sponsorship of London’s famous Battersea Dogs & Cats Home. The deal sees Pedigree become the official dog food supplier of the 150-year-old rescue centre for stray animals.


The sponsorship introduces a new eye-catching branding in place at Battersea’s London site and it also sees the animal home run a limited edition purchasing platform for some Pedigree products on its own website.


As part of the deal Pedigree will give new owners free food packs when they adopt an animal from any of its three centres and the homes will introduce free samples of dog and cat food to all lost and found claims.


Other aspects of the collaboration include new staff training courses in pet nutrition provided by the internationally renowned Waltham Centre, as well as the the Pedigree/Battersea Sensory Garden.


The deal also sees the dog food brand and famous home, collaberate on a series of online pet training videos. Leveraging the expertise of Battersea staff are experts, such as Battersea Trustee Gwen Bailey (who is also a Director Oxfordshire’s Puppy School), to film several videos for the Pedigree Training Academy.


These were shot at the Battersea Dogs & Cats Home branch at Old Windsor and in each video Gwen shows viewers how to train a dog, covering topics from recall to stopping dogs from jumping and encouraging them to ignore tempting treats.


The series is seeded across several digital platforms – from Pedigree’s own site to YouTube.


The deal will also enable the home to invest money into other areas, such as vital new facilities and improving standards of care for the animals, pertinent in the Home’s 150th year.


Andrew Winfrow, Charities Manager at Pedigree said: “As the leading dog food brand in the UK, Pedigree is committed to promoting responsible pet ownership and supporting animal welfare organisations. That’s why we are delighted to be collaborating with Battersea Dogs & Cats Home to support the fantastic work they do to help stray and abandoned pets.”


“In today’s economic climate, saving costs is as important as raising income” says Jon Bodenham, Director of Fundraising at Battersea Dogs & Cats Home. “The partnership with Pedigree means donors’ money will stretch further to care for the thousands of dogs and cats that come through the Home’s doors every year. This collaboration is a great way to commemorate Battersea’s 150th anniversary.”




Few rescue centres or abandoned pet homes have the fame and profile of Battersea Dogs & Cats Home, so a constructive partnership seems an excellent way for a pet food brand to leverage this fame, promote its brand, products and its values.


Established in 1860, Battersea Dogs & Cats Home is a charity who aims match Pedigree’s values and CSR aims – never to turning away a dog or cat in need of help, reuniting lost dogs and cats with their owners, finding new homes and educating the public about responsible pet ownership.


All objectives that dovetail well with Pedigree’s own CSR principles.









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