Pedigree and Spotify create Adoptable Playlists to encourage dog adoption

The Pedigree brand, proudly part of the Mars family of brands, is collaborating with Spotify to share “adoptable playlists,” featuring real-life adoptable dogs as the cover art on specific playlists to drive awareness for the nationwide need for dog adoption.

The adoptable playlists will be featured in Spotify’s “Feel Good” category – one of the most popular genres on Spotify – presenting adoption opportunities to millions of listeners who are looking for more happiness in their lives.  

Led by creative agency BBDO New York, the campaign is the first-time Spotify has collaborated with a brand to champion getting more dogs into loving homes. Spotify and the Pedigree brand will give listeners information on how to adopt the dogs featured on the adoptable playlists through targeted audio ads and written playlist descriptions, which includes links to the dogs’ adoption pages on  

Each playlist cover features a different dog in need and has been designed to look like an album from a recognizable music genre. The cover art will change to feature new adoptable dogs during the campaign, in the hopes of finding forever homes for as many dogs as possible. The adoptable playlists include Feelin’ GoodHappy Beats and Energy Booster Country and will be live today through March 26.  

More animals are staying in shelters now than before the pandemic, and unfortunately, just over half (53%) of dogs in shelters are adopted, according to a recent report from Shelter Animals Count. The partnership between Spotify and the Pedigree brand aims to raise awareness of the need for dog adoption and alleviate the pressure shelters are facing across the country. 

“We’re constantly looking for new, innovative ways to get adoptable dogs in front of prospective pet parents, so we’re proud to work with Spotify to promote dog adoption to their engaged audience,” said Elizabeth Barrett, Senior Marketing Director for the Pedigree brand. “Earlier this year we also launched the Pedigree Fosterverse program, bringing foster opportunities to the virtual world. This partnership with Spotify is the latest way we’re helping deserving shelter dogs find their forever homes, as part of our larger Mars Petcare ambition to end pet homelessness.” 


Mars Petcare   

Vice President Marketing NA – Jean-Paul Jansen   

Brand Director – Edwin Padilla   

Brand Associate Director – Ellora Esbrook    

Brand Associate Director – Gilda Bailey   

Brand Manager – Hannah Olsen   

Senior Associate Brand Manager – Crosby Wright   

Associate Brand Manager – Annie Pulizzi   

Creative Agency: BBDO New York  

Chief Creative Officer, Worldwide: David Lubars 

Chief Creative Officer, North America: Luiz Sanches 

EVP, Executive Creative Director: Peter Kain 

EVP, Executive Creative Director: Humberto Fernandez 

SVP, Creative Director: Jim Connolly 

SVP, Creative Director: Bart Mol 

Designer: Jong Wu Yeu 

EVP, Senior Account Director: Sally Nathans 

VP, Account Director: Caitlyn Norling 

Account Executive: Grace Engler 

Group Planning Director: Annemarie Norris 

SVP, Head of Connections Planning: Enda Conway 

Connections Planner: Carly Duris 

EVP, Director of Data Solutions: Steve Viglione  

VP, Data Solutions: Derek Zimmerman 

Data Analyst: Andrew Postman 

Group Executive Producer: Becky Burkhard 

Associate Art Producer: Cleo Montagnana 

Influencer Lead: Lucy Bennett 

Senior Business Affairs Manager: Shelly Bloch 

Project Management Director: Mark Lester 

Illustrator/Designer: Aaron Lowell Denton 

Senior Producer/Agent: Aubrey Halloran 

Photographer: Billy Siegrist 

Gaffer/BTS Video: Michael Lisnet 

Digital Tech/BTS Video: Lucas Hrabel 

Weber Shandwick  

Alex Snow – Vice President, Client Experience  

Samantha Barron – Account Director, Client Experience  

Jaime Castile – Senior Associate, Media Relations 

Kathryn Abernathy – Associate, Client Experience

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