The ‘Adoption Mission’ will see Mars Petcare donate three million meals through its Pedigree and Whiskas brands to dogs and cats in rescue centres across the UK, it said.
A special programme of support will also be delivered to shelters and owners to ensure all pets are wanted, cared for and welcomed, it added.
The commitment kicked off yesterday (18 July) via a £1.3m TV campaign from Pedigree.
The ad aimed to highlight the good that can come from pet adoption and showcased “the unconditional love and happiness adopted pets can bring to families”, said Mars Petcare.
In-store activations are set to follow in August.
Working in partnership with the Association of Dogs and Cats Homes (ADCH) and its members, Mars Petcare aimed to help shelters overcome some of the barriers they face when it comes to pet adoption and tackle abandonment scenarios, it said.
Mars Petcare marketing portfolio director Arthur Renault said the support of pet-loving retailers and consumers was “pivotal in driving long-term success” of the campaign.
The activity would “help raise maximum awareness of the positive impact of pet adoption and help us work towards our global ambition of ending pet homelessness entirely by 2030”, he said.
In March, the mults told shoppers this week they may be unable to find pouches of their pets’ regular food. Sainsbury’s said it expected the issue to be “ongoing throughout the year”.
At the time, Mars said it had made a “significant investment” into its manufacturing network to meet surging demand and advised pet owners to ”stick to their pet’s current product where possible and to not purchase above their pet’s needs”.