Donald Trump and Cast of 'The Celebrity Apprentice' Team With PEDIGREE(R) to
Give Dogs New Leashes on Life
Brand Sponsors Episode to Shine a Spotlight on the Plight of Homeless Dogs
NASHVILLE, Tenn., Jan. 7 /PRNewswire/ -- While Donald Trump's Apprentice
generally leaves someone out in the cold by episode's end, the message of the
show airing January 10, 2008, is very different. Trump and his teams of
business-savvy celebrities will show their softer sides when they partner with
PEDIGREE(R) Food for Dogs in an effort to help raise awareness for the four
million homeless dogs nationwide and ultimately find them loving homes.
"I'm pleased to be able to partner with PEDIGREE(R) on 'The Apprentice'
and help bring attention to the important issue of homeless dogs," said Donald
Trump. "I firmly believe that everyone deserves a second chance and these dogs
are no exception. This is an exciting partnership for us on the show and one
that I hope will help do some good for all of the dogs in shelters and breed
rescues nationwide."
The episode is an extension of the annual PEDIGREE(R) Adoption Drive, the
cause-related campaign the brand created four years ago as a means to rally
dog lovers to come to the aid of the more than four million dogs in shelters
and breed rescues across the country, half of whom never make it out.
"At PEDIGREE(R) we believe every dog deserves a loving home, so we're
proud to partner with 'The Celebrity Apprentice' to further shine a spotlight
on the dog adoption crisis," said Rob Leibowitz, Vice President of Marketing
Mars Petcare US. "For four years, we've infused this campaign with emotion,
because as dog lovers, this cause is very near and dear to our hearts. Our
hope is that after this episode airs, the importance of dog adoption will be a
cause that hits home for dog lovers everywhere."
To help bring the issue to life and spur consumer action, the two teams
going head-to-head are charged with creating a community awareness campaign
which appropriately conveys the message of The PEDIGREE(R) Adoption Drive. In
order to get properly prepped, contestants make a visit to a local Manhattan
animal shelter as well as review previous communications developed in support
of the Adoption program.
And if avoiding the axe isn't enough incentive to motivate the teams to
give the project their all, maybe a shot at further fame will: the winning
community service announcement will be aired during the broadcast of the 132nd
annual Westminster Kennel Club Dog Show when it airs on February 11 and 12 on
The USA Network.
The brand-sponsored episode is a pre-cursor to the official launch of The
PEDIGREE(R) Adoption Drive, which will take place on February 7. The roster
of this year's activities include print and broadcast advertising; a dog
adoption focused store in Times Square during February where visitors can meet
adoptable dogs and purchase Dogs Rule gear that supports the cause; and a
full-scale fundraising effort through the sale of merchandise and product to
benefit the newly-created PEDIGREE(R) Adoption Drive Foundation, a 501(c)(3)
non-profit organization assisting select shelters and breed rescues
nationwide.
To view both PSAs, find out which team wins and see who has to pack their
bags, viewers will need to tune into The PEDIGREE(R) Adoption Drive episode of
"The Celebrity Apprentice" when it airs at 9 PM EST / 8 PM CST on Thursday,
January 10 on NBC.
For more information on dog adoption or to get involved in The PEDIGREE(R)
Adoption Drive, log onto http://www.pedigree.com.
About PEDIGREE(R)
PEDIGREE(R) is the number one brand of dog food in the world, offering a
wide variety of products for different dog life stages. As an innovative
market leader, PEDIGREE is at the forefront of pet nutrition and understands
pet owner needs by providing a range of innovative products and resources.
About Mars Petcare U.S.
Mars Petcare U.S. is the U.S. pet care operations of Mars, Incorporated,
one of the world's leading food manufacturers. Headquartered in Franklin, TN,
Mars Petcare U.S. employs more than 3,000 associates in the United States,
with 29 facilities nationwide and owns some of the world's favorite pet care
brands, including PEDIGREE(R) Brand Food for Dogs, CESAR(R) Canine Cuisine,
WHISKAS(R) Brand Food for Cats, SHEBA(R) Brand Food for Cats and The GOODLIFE
Recipe(TM) Brand. In addition, Mars, Incorporated owns the portfolio of
brands produced by ROYAL CANIN USA Inc., NUTRO Products, Inc. and GREENIES(R).
About "The Celebrity Apprentice"
"The Apprentice" is produced by Mark Burnett Productions in association
with Trump Productions LLC. Mark Burnett, Donald Trump are executive
producers, Eden Gaha and Page Feldman are co-executive producers.
About Mark Burnett Productions
Mark Burnett Productions (MBP) is a leading production company for both
primetime television and the internet. MBP revolutionized television with hits
such as Survivor (CBS), The Apprentice (NBC), The Contender (ESPN),
Rock Star: INXS (CBS), the Steven Spielberg and Dreamworks Television
co-production On The Lot (FOX), and the new smash hit Are You Smarter Than a
5th Grader? (FOX). In the summer of 2007, MBP entered the world of Award
Shows, when Mark Burnett served as executive producer for the 2007 MTV Movie
Awards. MBP also partnered with AOL in 2006 on the highly successful
interactive adventure Gold Rush, the first-ever unscripted project to be
produced exclusively for the internet. In addition, MBP has established a
scripted division and is developing comedies and dramas for television as well
as major feature films. Since 2001, MBP has garnered a total of 48 Emmy
nominations. In October of 2007, MBP opened Mark Burnett Productions Asia, a
joint venture with Genting International to both create new content for and
adapt established formats in the Asian market. Also in 2007, Mark Burnett was
inducted into the Broadcasting and Cable Hall of Fame. As of November 2007,
three new MBP shows have been ordered into production; Amnesia (NBC), My Dad
is Better than Your Dad (NBC) and Jingles (CBS).
SOURCE PEDIGREE
Kate Hartman of Weber Shandwick Worldwide, +1-312-988-2493,
khartman@webershandwick.com; or Debra Fair, +1-615-807-4605,
debra.fair@effem.com, both for PEDIGREE
