Pedigree is sponsoring the new series of the award winning ITV show ‘Paul O’Grady: For The Love Of Dogs’...

The programme follows Paul O’Grady as he helps staff to rehome dogs at The Battersea Dogs & Cats Home.

Separately, Paul O’Grady will also become the Ambassador for Pedigree’s 'Feeding Brighter Futures' campaign, which is also being announced today and pledges to feed one million meals to dogs in re-homing centres nationwide.  

Pedigree’s 'Feeding Brighter Futures' initiative will see dogs at re-homing centres across the country provided with the right nutrition they need to get them on the road to their new home, from wet and dry food for balanced daily meals to functional treats that help care for their teeth.

The award-winning show achieved an average audience of 4.7 million viewers who tuned into the first series, and Pedigree are advising retailers to stock up on best-selling Pedigree products, including the redesigned Pedigree Dry and Wet food and DentaStix range in advanced of heightened consumer demand.

Gemma Howells, Pedigree Senior Brand Manager, said: “At Pedigree everything we do is for the love of dogs and we are committed to ensuring that dogs in re-homing centres up and down the country get the expert nutrition they need to help them on the road to a brighter future.

"We are excited to be partnering with ITV on this prime time show and delighted to have Paul O’Grady – a passionate advocate of giving rescue dogs a good home – on board as the Ambassador of our 'Feeding Brighter Futures' campaign.”

Simon Daglish, Group Commercial Sales Director of ITV, said: “We are very excited for the return of Paul O’Grady’s: For The Love of Dogs, which has proved to be a hit with viewers.

"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 their target audience, and look forward to activating the partnership to bring the show to viewers in new and exciting ways.”

The multi-platform sponsorship package was negotiated by ITV Commercial and Newcast on behalf of Pedigree. The on and off-air partnership will be activated through broadcast, online, mobile and licensing elements.