Children’s book pushes Pedigree dog charity

Pedigree, the Mars-owned pet food brand, is to publish a children’s book to promote its Pedigree Adoption Drive charity.

The book, called Oliver’s Travels, is written by award-winning children’s author and illustrator Liz Pinchon, and is part of the Pedigree’s £7m relaunch of the brand, announced in June.

The aim of the book is to communicate the message to children, that small actions can make a big difference.

The idea for producing a book came from the brand’s advertising agency, TBWA, as a way of communicating Pedigree’s values to children at the same time as targeting customers that are likely to donate to its adoption charity.

All profits from the book, which goes on sale this week on a dedicated e-commerce site, will go to the charity. Retail distribution is currently being negotiated.

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