Pedigree to sponsor new series of Paul O'Grady: For The Love of Dogs on ITV

ITV Commercial has today announced that Pedigree will sponsor the new series of the award-winning programme, Paul O’Grady: For The Love of Dogs. The show launches on ITV's flagship channel at 8.30pm on Thursday, 9th May.

The fully integrated sponsorship package was negotiated by ITV Commercial and Newcast, ZenithOptimedia's brand partnership division, on behalf of Pedigree and will include broadcast, online, mobile and licensing elements. The idents will be produced by AMV BBDO with Pulse Films.

"We are delighted to welcome Pedigree as the sponsor of the series as we believe it is an ideal platform for the brand to engage with its target audience, and look forward to activating the partnership to bring the show to viewers in new and exciting ways".

Gemma Howells, Pedigree Senior Brand Manager, commented: "At Pedigree everything we do is for the love of dogs, so we are extremely excited to be partnering with ITV for this latest series and engaging with an audience that shares this passion.
 

"We strongly believe that the right nutrition is a key step to a brighter future for rescue dogs".

Paul O'Grady: For The Love of Dogs is a prime time documentary series in which Paul O'Grady discovers the funny, emotional and inspiring stories that unfold at Battersea Dogs & Cats Home. Viewers are able to follow a number of dogs' stories and see how staff and volunteers care for them as they search for a new home.

The first series achieved an average audience of 4.7 million viewers and an 18% share of the audience. The show won a National Television Award for ‘'Most Popular Factual Entertainment Programme' in 2013.