Pedigree, From Shelter to Stage: Annie the Musical, Starcom MediaVest Group US
Shelter dogs rule! – that’s been the Pedigree message for the last 10 years as the brand continues to encourage people to adopt shelter dogs. Donations to people think shelter dogs are “damaged goods,” but Pedigree believes a dog only needs a loving home and good diet to unlock its potential.
Upon hearing that a 2012 Broadway revival of Annie was in the works, the brand saw an opportunity to show what happens when shelter dogs are given a chance. Not only does Annie tell a heartwarming adoption story, but Annie’s also-orphaned four-legged friend was played by a real-life shelter dog in the original 1977 Broadway production. A nationwide search began to find the right dog. Leading the charge was Bill Berloni, who discovered the original Sandy 35 years ago. The field was narrowed to three canine candidates and the winner was Sunny – an abandoned mutt plucked from a shelter in Houston just hours before she was scheduled to be euthanized.
Sunny’s transformation into Sandy was chronicled in a 30-minute TV special on NBC. On Broadway, with the “See the Show, Help a Dog” initiative, $2 from every ticket sale benefitted the Pedigree Foundation. In the end, Pedigree not only saved Sunny’s life, but also showed America that with a little love and nutrition, all shelter dogs can be the star in someone’s life. Nearly 1 million viewers watched Pedigree help Sunny in “Annie’s Search for Sandy” and $450,000 has been raised for the Pedigree Foundation.