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Tuesday, January 8, 2008

The Apprentice is going to the DOGS!

Donald Trump and Cast of 'The Celebrity Apprentice' to Give Dogs New Leashes on LifeNASHVILLE, 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 whenthey 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 torally 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 11and 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 visitorscan 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.

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